Collaboration with customers in innovation processes: Case study: M/S Viking Grace, Viking Line Abp

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dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorAhvenainen, Virpi
dc.contributor.departmentTieto- ja palvelutalouden laitosfi
dc.contributor.departmentDepartment of Information and Service Economyen
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2016-02-16T08:02:42Z
dc.date.available2016-02-16T08:02:42Z
dc.date.dateaccepted2014-05-05
dc.date.issued2014
dc.description.abstractPurpose of this study The purpose of this study is to understand the importance to collaborate with customers in innovation processes of cruise lines business context. The research examines how learning from and with customers will help the company to understand and anticipate the latent needs of the customers. Further, the study aims to explain how customers' involvement in innovation processes in a right way has a positive effect on creating new breakthrough innovations in the market. Methodology The theoretical framework of the study discusses existing literature relating to market and learning orientation together with a service-centered model, and also contemplates the literature on customer involvement in innovation. This study was conducted as a case study with a cruise line company and their latest cruise ferry. The company and their latest cruise ferry were chosen because the results of the study would bring about value to the study, and also create valuable knowledge to the company. The empirical part of this particular study was qualitative in nature and the data was collected through semi-structured interviews with 40 different passengers on the latest cruise ferry. In addition, three interviews were conducted with employees of the cruise company in order to achieve understanding of their viewpoints. On the whole, the research is a qualitative study and its main purpose is to make contributions to important research fields of customer involvement in innovation and market and learning orientation, and also create practical knowledge and give suggestions to the cruise line company. Findings As the earlier research shows, customers' early involvement in the innovation process offers a great possibility to understand the needs that assist to create novel offerings in the market. However, traditional research methods such as interviews, feedback and customer surveys tend to focus on existing offerings and lead to making only minor improvement and incremental changes. Therefore, the focus is on satisfying the expressed needs of the customers and uncovered needs, that would lead to innovative thinking and breakthrough innovations, cannot be reached. The main finding of this study reflects existing literature; as the case company mainly focused on the traditional techniques in the development process, and give the customers a reactive role, all the latent needs of the customers could not be uncovered. That explains why majority of the customers saw the cruise ferry and the novel concepts mostly as upgraded versions instead of as breakthrough innovations.en
dc.ethesisid14273
dc.format.extent88
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/19755
dc.identifier.urnURN:NBN:fi:aalto-201602161395
dc.language.isoenen
dc.locationP1 I
dc.programme.majorLogisticsen
dc.programme.majorLogistiikkafi
dc.subject.heleconlogistiikka
dc.subject.heleconlogistics
dc.subject.heleconinnovaatiot
dc.subject.heleconinnovations
dc.subject.heleconyhteistyö
dc.subject.heleconcooperation
dc.subject.heleconasiakkaat
dc.subject.heleconcustomers
dc.subject.heleconoppiminen
dc.subject.heleconlearning
dc.subject.heleconkehitys
dc.subject.helecondevelopment
dc.subject.heleconlaivaliikenne
dc.subject.heleconshipping traffic
dc.subject.heleconvarustamot
dc.subject.heleconshipping companies
dc.subject.keywordCo-creation
dc.subject.keywordcustomization
dc.subject.keywordMarket and learning orientation
dc.subject.keywordCustomer involvement in innovation
dc.subject.keywordM/S Viking Grace
dc.subject.keywordexpressed needs
dc.subject.keywordlatent needs
dc.titleCollaboration with customers in innovation processes: Case study: M/S Viking Grace, Viking Line Abpen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes14273
local.aalto.openaccessno
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