Abstract
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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Warg, M., Zolnowski, A., Frosch, M., Weiß, P.: From product organization to platform organization – observations of organizational development in the insurance industry. In: Naples Forum on Service, Ischia/Naples, Italy, 4–7 June 2019 (2019)
Yin, R.K.: Case Study Research: Design and Methods, 5th edn. SAGE Publications, Los Angeles (2014)
Lusch, R.F., Nambisan, S.: Service innovation: a service-dominant logic perspective. MIS Q. 39(1), 155–175 (2015)
Vargo, S.L., Lusch, R.F.: Service-dominant logic: continuing the evolution. J. Acad. Mark. Sci. 36(1), 1–10 (2008)
Normann, R.: Reframing business: when the map changes the landscape. Wiley, Chichester (2001)
Lusch, S.L., Vargo, R.F.: Service-Dominant Logic – Premises, Perspectives, Possibilities. Cambridge University Press, Cambridge (2014)
Vargo, S.L., Lusch, R.F.: Institutions and axioms: an extension and update of service-dominant logic. J. Acad. Mark. Sci. 44(1), 5–23 (2016)
Storbacka, K., Brodie, R.J., Böhmann, T., Maglio, P.P., Nenonen, S.: Actor engagement as a microfoundation for value co-creation. J. Bus. Res. 69, 3008–3017 (2016)
Chandler, J.D., Lusch, R.F.: Service systems: a broadened framework and research agenda on value propositions, engagement, and service experience. Journal of Service Research 18(1), 6–22 (2015)
Coleman, J.S.: Foundations of Social Theory. Harvard University Press, Cambridge, Massachusetts (1990)
Giddens, A.: The Constitution of Society. Polity Press, Cambridge (1984)
Prahalad, C.K., Ramaswamy, V.: Co-creation experiences: the next practice in value creation. J. Interact. Mark. 18(3), 5–14 (2004)
Weiß, P., Zolnowski, A., Warg, M., Schuster, T.: Service dominant architecture: conceptualizing the foundation for execution of digital strategies based on S-D logic. In: Proceedings of the 51st Hawaii International Conference on System Sciences, Hawaii, January 2018, pp. 1630–1639 (2018)
ottonova healthcare services: http://www.ottonova.de. Accessed 24 Jan 2020
Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Mark. 68, 1–17 (2004)
Health X service: ottonova presentation (internal report), December 2019, Munich, Germany
Zolnowski, A., Warg, M.: Conceptualizing resource orchestration – the role of service platforms in facilitating service systems. In: 51st Hawaii International Conference on System Sciences (HICSS-51), Big Island, Hawaii (2018)
Grönroos, C., Voima, P.: Critical service logic: making sense of value creation and co-creation. J. Acad. Mark. Sci. 41(2013), 133–150 (2013)
Chandler, J.D., Vargo, S.L.: Contextualization and value-in-context: how context frames exchange. J. Mark. Theory 11(1), 35–49 (2011)
Warg, M., Weiß, P., Zolnowski, A., Engel, R.: Service dominant architecture based on S-D logic for mastering digital transformation: the case of an insurance company. In: RESER Conference Proceedings, Naples, Italy, September 2016 (2016)
Weiß, P., Warg, M., Zolnowski, A.: Building systems of engagement to overcome the challenges of digital transformation. In: Naples Service Forum 2019, Ischia/Naples, Italy, 4–7 June 2019 (2019)
Vargo, S.L, Maglio, P.P., Akaka, M.A.: On value and value co-creation: a service systems and service logic perspective. Eur. Manag. J. 26, 145–152
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Rittweger, R., Kronibus, A., Weiß, P. (2020). Value Co-creation as the Core of Service Innovation: Impacts of a Case Study of a Fully Digitized Health Insurance Company. In: Spohrer, J., Leitner, C. (eds) Advances in the Human Side of Service Engineering. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1208. Springer, Cham. https://doi.org/10.1007/978-3-030-51057-2_13
Download citation
DOI: https://doi.org/10.1007/978-3-030-51057-2_13
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-51056-5
Online ISBN: 978-3-030-51057-2
eBook Packages: EngineeringEngineering (R0)