Innovating for Trust
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Innovating for Trust

Edited by Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad

This book adopts a multidisciplinary approach to innovation, and argues that because innovation is always risky business, trust is an essential premise and outcome of successfully designing, developing and finally launching innovations. Each part of the book encompasses a different aspect of innovating for trust. It begins with the notion of trust, before covering the importance of trust in future thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies. It concludes with the importance of trust in commercializing innovations.
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Chapter 8: Designing experience-centric business models: what do they look like and how do they influence trust?

Tina Saebi, Herbjørn Nysveen, Mohammad Touhid Hossain and Annita Fjuk


Delivering great customer experience is essential in gaining the trust of customers. In an attempt to deliver superior customer experience, companies often end up focusing on redesigning the front-end of the business model while neglecting to realign their organizational design, capabilities and skills with the different dimensions of their business model. By adopting a business model perspective, we derive important lessons on how companies can shift towards more ‘experience-centric’ business models.

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