... in the light of previous literature. Findings The authors' results provide clues that the companies involved in product innovation activities mostly perform process innovations. There is also a group of companies which invest in capabilities, but are not involved in any of the innovative activities. R...

... little information existing about how the customer experiences this process and how this subject may gain from participating in co‐creation. Thus, the research about customer‐centric processes needs to be more customer‐centric in itself. Innovation Customer services quality Product innovation...