Table I Two generations of... | Emerald Publishing

Table I

Two generations of provider–customer collaboration

	1st generation on customer–provider collaboration	2nd generation on customer–provider collaboration
(1) Representation of terminology	Customer involvement, customer participation, co-production, customers as (partial) employees, joint production	Customer involvement, customer participation, co-creation, co-innovation, co-ideation, co-valuation, co-design, co-test, co-launch, co-investment, co-production, co-consumption
(2) Collaboration duration	Temporary (Kelley et al., 1990; Mills and Morris, 1986)	Temporary or continuous (Mele et al., 2014)
(3) Collaboration communication	Sporadic, unidirectional and less transparent (Kelley et al., 1990; Mills and Morris, 1986; Prahalad and Ramaswamy, 2004a)	Frequent, bidirectional and transparent dialogue (Chathoth et al., 2013; Gustafsson et al., 2012; Prahalad and Ramaswamy, 2004a)
(4) Collaboration relationship	The partial employee (Mills and Morris, 1986), putting customers to work to rationalize production processes (Zwick et al., 2008)	“Reconfiguring social relations of production” that foster contingency, playfulness and experimentation (Zwick et al., 2008, p. 184)
(5) Collaboration focus	Provider centric (Cermak et al., 1994; Lovelock and Young, 1979)	Customer centric and experience centric (Chathoth et al., 2013; Prahalad, 2004)
(6) Collaboration stage	In the service production and service delivery stages (Dabholkar, 1990; Lovelock and Young, 1979)	From co-ideation to co-consumption (Quero and Ventura, 2015; Russo-Spena and Mele, 2012)
(7) Collaborating actors	Provider–customer (e.g. Kelley et al., 1990; Mills and Morris, 1986)	Multi-actor network (Pirinen, 2016; Quero and Ventura, 2015)
(8) Collaboration initiation	The provider enables the involvement and invites the customer to participate (Normann and Ramirez, 1993; Ramirez, 1999)	Involvement may be initiated by the provider inviting actors to participate (Kazadi et al., 2016), the provider offering a platform for co-creation (Ogawa and Piller, 2006), the customer initiating the co-creation (Oliveira and von Hippel, 2011) or co-creation happening outside of the provider’s focus, such as in online communities and the commons (Zwass, 2010)
(9) Desired outcomes	Desired outcomes for the provider are of economical nature and include productivity and process gains, such as savings in time, money and effort (Dabholkar, 1990; Lovelock and Young, 1979)	Diverse set of desired outcomes for the provider and the customer, such as well-being (Engström and Elg, 2015), relationship quality (So et al., 2016), innovation (Ordanini and Parasuraman, 2011) and launch support (Rusanen et al., 2014)

	1st generation on customer–provider collaboration	2nd generation on customer–provider collaboration
(1) Representation of terminology	Customer involvement, customer participation, co-production, customers as (partial) employees, joint production	Customer involvement, customer participation, co-creation, co-innovation, co-ideation, co-valuation, co-design, co-test, co-launch, co-investment, co-production, co-consumption
(2) Collaboration duration	Temporary (Kelley et al., 1990; Mills and Morris, 1986)	Temporary or continuous (Mele et al., 2014)
(3) Collaboration communication	Sporadic, unidirectional and less transparent (Kelley et al., 1990; Mills and Morris, 1986; Prahalad and Ramaswamy, 2004a)	Frequent, bidirectional and transparent dialogue (Chathoth et al., 2013; Gustafsson et al., 2012; Prahalad and Ramaswamy, 2004a)
(4) Collaboration relationship	The partial employee (Mills and Morris, 1986), putting customers to work to rationalize production processes (Zwick et al., 2008)	“Reconfiguring social relations of production” that foster contingency, playfulness and experimentation (Zwick et al., 2008, p. 184)
(5) Collaboration focus	Provider centric (Cermak et al., 1994; Lovelock and Young, 1979)	Customer centric and experience centric (Chathoth et al., 2013; Prahalad, 2004)
(6) Collaboration stage	In the service production and service delivery stages (Dabholkar, 1990; Lovelock and Young, 1979)	From co-ideation to co-consumption (Quero and Ventura, 2015; Russo-Spena and Mele, 2012)
(7) Collaborating actors	Provider–customer (e.g. Kelley et al., 1990; Mills and Morris, 1986)	Multi-actor network (Pirinen, 2016; Quero and Ventura, 2015)
(8) Collaboration initiation	The provider enables the involvement and invites the customer to participate (Normann and Ramirez, 1993; Ramirez, 1999)	Involvement may be initiated by the provider inviting actors to participate (Kazadi et al., 2016), the provider offering a platform for co-creation (Ogawa and Piller, 2006), the customer initiating the co-creation (Oliveira and von Hippel, 2011) or co-creation happening outside of the provider’s focus, such as in online communities and the commons (Zwass, 2010)
(9) Desired outcomes	Desired outcomes for the provider are of economical nature and include productivity and process gains, such as savings in time, money and effort (Dabholkar, 1990; Lovelock and Young, 1979)	Diverse set of desired outcomes for the provider and the customer, such as well-being (Engström and Elg, 2015), relationship quality (So et al., 2016), innovation (Ordanini and Parasuraman, 2011) and launch support (Rusanen et al., 2014)