Idea generation leveraged from value co-creation process enhances new service development performance

Seyedeh Khadijeh Taghizadeh, Syed Abidur Rahman, Malliga Marimuthu

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


This study examines the relationship between value co-creation process, idea generation and new service development performance from the perspective of telecommunication companies. Two dimensions of idea generation tested in this framework are internal and external idea generation, and the probable relationship between these two dimensions is further investigated. The data were collected from 78 marketing managers and were statistically analyzed. The findings show that value co-creation crucially influences both external idea generation and internal idea generation, however, the new service development performance can be enhanced through internal idea generation. Nonetheless, the results show that the external idea generation is vital to influence internal idea generation. This study extends theoretical understanding of how to leverage the value co-creation process for idea generation happenings, while the practical contribution of the research is to realize that new service development performance demands internal idea generation, which is supported with external resources of idea generation.

Original languageEnglish
Pages (from-to)483-504
Number of pages22
JournalJournal of Strategic Marketing
Issue number6
Early online date29 Jan 2018
Publication statusPublished - 18 Aug 2019
Externally publishedYes


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