Value Co-creation as the Core of Service Innovation: Impacts of a Case Study of a Fully Digitized Health Insurance Company

摘要

Insurtechs are changing the insurance industry more and more. A major driver for these changes is their ability to quickly build capabilities that create direct value for their customers. Value co-creation and actor engagement are key mechanisms at play in the design of straightforward, innovative value propositions and the stimulation of service design and new service development. Subsequently, we present our case study research of a fully digitized health insurance company in Germany which is striving to innovate by (re)designing practices to institutionalize new health services and solutions. Our aim was to study and understand environmental properties, roles, and relationships of actors and resources in service innovation in the given real-life business context.