In the chapter the author explains why capabilities connected to futures thinking are increasingly important in trust building and service innovation. Trust is linked to the customer-centric business logic of the future and to the rapid decision-making needed in emerging distributed organizations and networks. Futures thinking is described as a key capability to re-frame to the context of the customer, to create trust by challenging beliefs and managing uncertainty, and to enable decision-making by collectively framing the important issues (threats and opportunities) at hand. The author presents a hypothesis in the form of a model for further research outlining how futures thinking can be used to build trust and increase service innovation effectiveness
Daniel Nordstad Grönquist
Birgitte Yttri, Annita Fjuk, Daniel Nordstad Grönquist and Tore Hillestad
The chapter focuses on cultural challenges a company encounters in its efforts to adapt to uncertainties and turbulent environments. The authors argue that companies will be able to achieve competitive advantage by developing organizational cultures with a high capacity for innovation and adaptability, and that future scenarios are practical tools to attain these goals. The arguments are based on scenario development among three Norwegian companies. The common challenge across the three companies is a need for radical innovation in order to adapt to more customer and service orientation, and that this involves significant processes of cultural transformation. The arguments are further exemplified by operationalization of the scenarios into service concepts in one of the case companies.