Beginning with the notion of trust itself, authors examine the importance of trust in futures thinking, business model innovation, service design, co-creation, the innovative organization and self-service technologies.

Contents: 1. Innovating for trust Marika Lüders, Tor W. Andreassen, Simon Clatworthy and Tore Hillestad Part I Trust and service innovation 2. Trust and service innovation Siv E. Rosendahl Skard 3. Trust, risk and self-service technologies: Suggestions for future research Herbjørn Nysveen and Siv E. Rosendahl Skard 4. Digital risk and customers’ acceptance of self-service innovations: The role of online benefits and corporate trustworthiness Siv E. Rosendahl Skard and Herbjørn Nysveen Part II Futures thinking 5. Trust in the future; futures thinking as a capability for service innovation Daniel Nordstad Grönquist 6. Transforming towards innovative culture by using customer-centric scenarios and service concepts Birgitte Yttri, Annita Fjuk, Daniel Grönquist and Tore Hillestad 7. Creating actionable future narratives Camilla A.C. Tepfers Part III Building trust through business model innovation 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 9. Business model innovation in the retail industry: a service system perspective Per Egil Pedersen, Birgit Apenes Solem, Kristin Bentsen 10. Designing Sustainable Business Models Sveinung Jørgensen and Lars Jacob Tynes Pedersen Part IV Service design 11. Service design thinking Simon Clatworthy 12. Strengthening customer relationships through customer journey analysis Ragnhild Halvorsrud and Knut Kvale 13. Building brand trust through customers’ experience Mauricy Motta-Filho 14. Prototyping for trust Johan Blomkvist 15. The role of service design leadership in creating added customer value Judith Gloppen, Annita Fjuk and Simon Clatworthy Part V Co-creating services 16. From participatory design to co-creation Asbjørn Følstad 17. Crowdsourcing for innovation: companies as trustees Marika Lüders 18. Co-creation for innovation: why do customers get involved? Dimitra Chasanidou and Amela Karahasanović Part VI The innovative organization 19. Developing innovative organizational culture Tore Hillestad 20. Transformational leadership in customer centric organizations and the need for strategic foresight William Brochs-Haukedal 21. Leadership, trust and UX design: A regulatory focus perspective Therese Kobbeltvedt Part VII Commercializing innovations 22. Overcoming resistance to adopt innovations: softening innovation resistance through trusting beliefs Herbjørn Nysveen and Per Kristensson 23. Why customers do and do not switch Per Kristensson, Herbjørn Nysveen and Helge Thorbjørnsen 24. Launching innovations Helge Thorbjørnsen 25. Innovation economics Tor W. Andreassen, Line Lervik-Olsen and Seidali Kurtmollaiev 26. Concluding remarks Tor W. Andreassen, Simon Clatworthy, Tore Hillestad and Marika Lüders Index

‘Innovating for Trust is an extensive collection of reflections on the important role of innovation for competitive advantage. The turbulent business environment requires constant change, with creative ideas emerging from multiple sources. The book provides essential guidance for managers about how to ensure future business success through customer- and experience-centric innovation. It tackles innovation from the perspectives of service design, business models, co-creation and commercialization. For scholars, the book provides a comprehensive overview of multidisciplinary approaches to innovation written by some of the leading experts in the field.'