International Journal of Engineering and Management Research (IJEMR)
  • Year: 2019
  • Volume: 9
  • Issue: 2

The Impact of Co-Creation with Customers on Service Innovation in the Moroccan Context

  • Author:
  • Yousfi Aouad1, Sahar Aboueljaouad2,
  • Total Page Count: 11
  • Page Number: 39 to 49

1Professor in Marketing at Hassan II University, Faculty of Legal, Economic and Social Sciences Ain Sebaa, Casablanca, Morocco

2Phd Student in Management Science, Hassan II University, Faculty of Legal, Economic and Social Sciences Ain Sebaa, Casablanca, Morocco

*Corresponding author: Aboueljaouadsahar@gmail.com

Online published on 18 May, 2019.

Abstract

In recent years, innovation has become the foolproof weapon of companies to hold competitive advantages. However, innovation in services remains misunderstood, due in particular to the intangible aspect of services. The aim of this research is to shed more light on the elements of service innovation, through an analysis by the concept of “co-creation” with clients, and the impact of the latter on service innovation in the Moroccan context.

Keywords

Innovation, Services, Co-Creation, Customers