Authors: Ranvir S. Rai
This paper discusses potential in customer practices through a practice-theoretical perspective. The purpose of the article is twofold: i) Develop a practice-theoretical conceptualization of consumption ii) Identify opportunities for disruptive innovation in customer practices. Consumption is portrayed as a continuous goal attainment process consisting of ‘reproductive circuits’ (meaning, tools and know-how). The paper contributes by providing a conceptual framework that illuminates potential in different practice conditions. It is suggested that mapping practices along dimensions of practice goal importance and goal attainment allows us to identify potential for innovation. Examples from health care and education are provided to portray opportunities for facilitating innovation that enhance value in the everyday life of consumers. For managers, the paper elucidates opportunities for developing new value propositions that might improve practice or potentially create new practices.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)