Special Issue Call for Papers: The Co-Innovation of Services: Crowdsourcing and Open Innovation

Deadline: December 30, 2017

The Journal of Global Scholars of Marketing Science: Bridging Asia and the World (JGSMS) calls for submissions for a special issue devoted to service innovation through crowdsourcing and open innovation identified as a service research priority by Ostrom et al. (2015) in the Journal of Service Research.

A considerable body of research on service innovation has been conducted including the conceptualizations and theoretical frameworks of service innovation (e.g., Ordanini & Parasuraman, 2011) and the antecedents and consequences of service innovation. However, relatively scant information is available about involving external entities such as customers and partners in the focal firm’s service innovation process. Considering that service providers are increasingly turning to their customer or partner base in order to shape future service offerings, future researchers need to pay more attention to innovating services with external entities (Carbonell et al., 2009). In particular, advances in technology including the internet allow the service firm to collect a wide variety of users’ new service ideas and feedback in an efficient way. Crowdsourcing refers to outsourcing “the phase of idea generation to a potentially large and unknown population, referred to as the “crowd,” in the form of an open call” (Poetz & Schreier, 2012, p. 246). Through the crowdsourcing website, many users can contribute to innovating service on an ongoing base. This special issue will focus on using the knowledge of one’s customer base to accelerate internal service innovation, managing the collaborative innovation process with customers, and utilizing partners’ ideas and feedback to expand external innovation. In particular, the special issue will focus on understanding how to use crowdsourcing to link customers with service firms, how a service firm manages crowdsourcing effectively, how customers can be continuously motivated to participate in the crowdsourcing website for service innovation, etc.

Papers that include empirical, analytical, and conceptual approaches that develop or extend theory are welcome. Topics of interest include, but are not limited to:

  • Leveraging customer feedback to innovate service delivery
  • Co-creating new services with consumers
  • Collaborating with customers to advance current service offerings
  • Designing of systems to effectively collect innovative ideas
  • Utilizing customers in participatory design and co-design strategies
  • Offering incentives to encourage customers to participate in open innovation
  • Providing value in new ways as a result of crowdsourcing

Submission Guidelines

All manuscripts submitted must not have been published, accepted for publication or be currently under consideration elsewhere. Manuscripts should be prepared in accordance with the instructions for authors available on the journal home page:


All submissions should be emailed to either Woojung Chang(wchang3@uos.ac.kr) or Mary Harrison(mharriso@bsc.edu).

Editorial Information

Please direct any further inquiries to the special issue co-editors listed below.

Special Issue Co-Editors:

Woojung Chang, Assistant Professor, University of Seoul, Republic of Korea (wchang3@uos.ac.kr)

Mary Harrison, Assistant Professor of Marketing, Birmingham-Southern College, U.S.A. (mharriso@bsc.edu)


Carbonell, P., Rodríguez-Escudero, A.I., & Pujari, D. (2009), Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes, Journal of Product Innovation Management, 26(5), 536-550.

Ordanini, A. & Parasuraman, A. (2011), Service Innovation Viewed Through a Service-Dominant Logic Lens: A Conceptual Framework and Empirical Analysis, Journal of Service Research, 14(1), 3-23.

Ostrom, A.L., Parasuraman, A., Bowen, D.E., Patrício, L., & Voss, C.A. (2015), Service Research Priorities in a Rapidly Changing Context, Journal of Service Research, 18(2), 127-159.

Poetz, M.K.& Schreier, M. (2012), The Value of Crowdsourcing: Can Users Really Compete with Professionals in Generating New Product Ideas? Journal of Product Innovation Management, 29(2), 245-256.