Co-design with the customer is identified as an effective opportunity for service design and service innovation. By reviewing the different streams of marketing; design and service innovation with emphasis on user involvement; this paper proposes a multi-disciplinary framework for mutual learning and co-design. It is suggested that the firm can use on-going interactions with customers during the value generating process to create a space for mutual learning and co-design in which the customer becomes an integrated part of the innovation and design process not only as an informant but also as a co-designer.
Co-design; service logic; service design; service innovation; concept of interaction
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