Value co-creation characteristics and creativity-oriented customer citizenship behavior

For the competitive advantage of service organization, it is important to improve the creative performance of human resources in the organization. For example, when employees perform creatively, in other words, if they generate novel and useful ideas, it will contribute to organizational competiveness. Therefore, there has been an increased focus in identifying its antecedents and consequences. Unfortunately, little is known about the creative performance of customers. According to service-centered dominant logic, customer is the value co-creator, it emphasizes co-opting customer involvement in the value creation process as an additional human resource. In addition, customers can be a valuable resource for service improvement efforts for firms. For instance, companies might benefit greatly from customer feedback and complaints regarding their offerings and can enhance their productivity in terms of quality and quantity. In this paper, the type of novel, creative-oriented customer behaviors highlighted in the preceding paragraph are referred to as creativity-oriented customer citizenship behaviors (CCBs). In the customer value co-creation context, creative-oriented CCBs refer to extra-role efforts by customers with regards the development of ideas about products, practices, services, and procedures that are novel and potentially useful to a firm. According to the intrinsic motivation perspective, the context in which customers create values, influences their intrinsic motivation, which in turn affects creativity-oriented CCBs. The intrinsic motivation perspective suggests that high intrinsic motivation is affected by information from both task characteristics (i.e., autonomy) and social characteristics (e.g., supplier support). Specifically, complex and challenging task characteristics such as high levels of variety, identity, significance, autonomy, and feedback are expected to increase customer intrinsic motivation. Under these conditions, customers should increase the likelihood of creativity-oriented CCBs. Therefore, customers are expected to be most creative when they experience a high level of intrinsic motivation. In contrast, complex and challenging task and social characteristics can have the opposite effect to customers. For example, in a high level of variety task, increased autonomy can lead to increased workload because they must take on related extra responsibilities and accountability. Increased workload, in turn, is expected to lead to decreased likelihood of creativity-oriented CCBs. Therefore, this study attempts to explore the impact of task characteristics and social characteristics on creativity-oriented CCBs. Furthermore, a substantial body of research has examined the possibility that creativity is affected by personal characteristics. As such, in addition to the relevant task and social characteristics, the moderating influence of several trait variables is also considered. This article makes several contributions. First, this study investigates the trade-off effect of the customer value co-creation related task and social characteristics by examining the underlying opposing mechanism of motivation and work overload. Second, this research provides a deeper understanding of contingency factors that systematically strengthen the relationships under consideration. Third, this study may indicate that companies seek to promote the creativity of their industrial customers and should design the tasks and social characteristics of their industrial customers in a way that maximizes their creativity. But, companies should be aware of the negative impact of specific tasks and social characteristics that may minimize the creativity of industrial customers

Developing a distributed electronic health-record store for India

The DIGHT project is addressing the problem of building a scalable and highly available information store for the Electronic Health Records (EHRs) of the over one billion citizens of India

Integrating key functions in product development : a conceptual product development model for the Korean context

The high-tech market is characterized by market uncertainty, technology uncertainty and rapid change. To survive in this risky high-tech market, a company must create competitively effective product development practices that meet its own unique needs and circumstances. One effective practice is cross-functional integration in the product development process. The advantages of integration include a shortened time to market, successful transformation of research results to production, productivity improvement, innovation project success, and high-quality problem solutions. However, these advantages are rarely obtained in the current product development practices of Korean companies. Their product development efforts are generally characterized by time consuming sequential processes, hierarchical organization, and indirect marketing following OEM exports. These are disadvantages for Korean high-tech companies competing with foreign advanced companies in the international markets. To meet the competitive challenges of the global high-tech market, Korean companies must improve their product development practices with new product development tools, cross-functional integration, product development process overlap, and new company cultures

Scaffolding Early Engineers\u27 Design Learning with a Videogame: Investigating the Influence of Minecraft as a Platform for Design Ideation

In this manuscript a modified commercial game, Minecraft, was used to assist early engineering students\u27 learning the design process. More specifically, a designed-based research approach was employed utilizing a concurrent mixed methods to investigate the use of Minecraft for learning about the concept generation stage of design. Survey instruments measuring understanding of the design process, in-depth interviews on students’ interactions with the platform and iterations of students’ virtual artifacts were captured for analysis. Although no learning gains were detected from pre to post instrument, several analytical methods including visual content analysis of students’ artifacts, discourse analysis of students’ framing of the platform and thematic analysis of their reported formal and informal use of the game provided some evidence of students\u27 engagement with the game, the mechanisms of that engagement, an array of ways in which students may use the platform informally that related to class-work, and the promise of virtual worlds for design learning