Examining the articulation of innovativeness in co-creative firms: a neural network approach

摘要

Value co-creation is an emerging marketing and innovation paradigm describing a broader opening of the firm to its customers by providing them with the opportunity to become active participants in the design and development of personalized products, services and experiences. The aim of the present contribution is to provide preliminary results from a research project focusing on the relationship between value co-creation and the perception of innovation in technology-driven firms. The data was collected in a previous study using web search techniques and factor analysis to identify the key co-creation components and the frequency of firms' online comments about their new products, processes and services. The present work focuses on using an Artificial Neural Network (ANN) approach to understand if the extent of value co-creation activities can be thought of as an indicator of the perception of innovation. The preliminary simulation results indicate the existence of such relationship. The ANN approach does not suggest a specific model but the relationship that was found out between the forecasted values of the perception of innovation and its actual values clearly points in this direction.