...Kristina Heinonen Purpose This paper aims to reframe and refine human centricity for service innovation by integrating Service design ( SD ) and Customer-dominant logic ( CDL ). While both approaches prioritize the individual, they frame the customer’s role, context and value formation...

.... The UDE concept represents a customer-focused perspective on ecosystems, rooted in the assumptions within the customer-dominant logic (CDL) stream of research (Heinonen et al., 2010 ; Tynan et al., 2014 ; Heinonen and Strandvik, 2020). Thus, UDEs reflect an individualist ontology...

... experience Customer ecosystem Customer-dominant logic Actors Actor constellation Academics and practitioners agree that meaningful customer experiences (CXs) – with their ability to generate happy customers and increase firm revenues (Homburg et al., 2017 ; Lemon and Verhoef, 2016...

...Kristina Heinonen; Tore Strandvik Purpose – The purpose of this paper is to analyze the theoretical and practical implications of adopting customer-dominant logic (CDL) of service, focusing on how firms can become involved in the customers’ context. Design/methodology/approach – Inspired...