Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad
Chapter 5: Trust in the future: futures thinking as a capability for service innovation
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
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