@article{Pironti_Cautela_Christodoulou_2015, title={Business Models Innovation through New Customer Roles: A Design-Driven Case Study}, url={https://symphonya.unicusano.it/article/view/2015.2.03pironti.cautela.christodoulou}, DOI={10.4468/2015.2.03pironti.cautela.christodoulou}, abstractNote={<p>Business models as relational devices governing transactions with the customers and stakeholders identify new rules of customer engagement and their impact on business model innovations in design-intensive industries. These industries, framed as the locus of "cultural innovation", see the customer as a product ’sense giver’. In this setting, new customer roles are explored through a case study based on a fast-growing company operating in the furniture sector. The case study highlights three main customer roles that impact business models: (i) the customer as a market bridge; (ii) the customer context as a company "showroom,"; (iii) the customer as an external company design lab.</p>}, number={2}, journal={Symphonya. Emerging Issues in Management}, author={Pironti, Marco and Cautela, Cabirio and Christodoulou, Joannis}, year={2015}, month={Jun.}, pages={25–41} }