user-driven innovation, value creation, design, branding, company-user interaction


Despite the relatively robust promotion of user-driven innovation (UDI) in practice, research on UDI remains in its early stages. Following a grounded theory analysis approach, this paper makes a contribution by conducting exploratory research of the field. Nine interviews yield an empirical basis for extracting categories connected with existing conceptual issues. The results reveal three key elements of the UDI (user involvement, searching for feedback, and design orientation). The results also indicate the interdisciplinary nature of UDI with branding, design, and company-user interaction as complementary fields in creating user experience. The analysis leads to four theoretical propositions for future studies. The article concludes with limitations and implications for future research.