Quotation Bolzenius, Stefan, Franke, Nikolaus, Keinz, Peter. 2021. Toolkits for Co-Creation: 'Decision-making' vs. 'Problem-solving' Paradigm. The 18th Open & User Innovation Conference (OUI 2021), Aachen, Deutschland, 21.06.-22.06.




Co-creation enables customers to adapt standard products to their own needs via online configura-tors (toolkits) and is considered by academics and practitioners alike to have enormous potential. Strikingly, a very similar configuration of toolkits can be observed across different industries (like apparel, electronics or food). We summarize these similarities of various toolkits (predefined options, selection-based menus, step-by-step process, etc.) under the term dominant design. The self-design process within this dominant design is structured as follows: The product is decomposed into single components and the customers have to make one preferred choice after another within a structured process, selecting predefined options from the menus in order to receive the self-designed product. The question is whether this dominant design is most suitable for creative problem-solving within such self-design processes. We want to conceptualize this dominant design and analyse whether the dominant perspective (e.g. decision-making) is appropriate to represent a self-design process. We assume that there are assump-tions underlying the dominant design that may be inconsistent with findings from other scientific domains. Based on those potential inconsistencies, we want to identify an alternative perspective for a new toolkit design (e.g. based on problem-solving) and discuss, if it better reflects the self-design process. Furthermore, we want to analyse implications that arise from the alternative perspective for the specific configuration of toolkits. Although numerous studies indicate the potential of co-creation, it can be observed that this poten-tial remains unexploited within the dominant design (only a few customers, high termination rates, etc.). The conceptualization of the ‘decision-making’ and ‘problem-solving’ perspectives shall provide a broad foundation for future co-creation research as it identifies problem areas in current research and sug


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Toolkits for Co-Creation: 'Decision-making' vs. 'Problem-solving' Paradigm
Event The 18th Open & User Innovation Conference (OUI 2021)
Year 2021
Date 21.06.-22.06.
Country Germany
Location Aachen
URL https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3870410


Bolzenius, Stefan (Details)
Franke, Nikolaus (Details)
Keinz, Peter (Details)
Institute for Entrepreneurship and Innovation IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5350 Innovation research (Details)
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