English   Danish

2025/2026  BA-BSEMO2572U  Co-creation, Adoption and Diffusion of Service Innovations

English Title
Co-creation, Adoption and Diffusion of Service Innovations

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Service and Markets
Course coordinator
  • Adriana Budeanu - Department of Business Humanities and Law (BHL)
Main academic disciplines
  • Customer behaviour
  • Innovation
  • Service management
Teaching methods
  • Blended learning
Last updated on 26-06-2025

Relevant links
Learning objectives
By the end of the course, the student should be able to:
  • Explain, apply and discuss the concepts and theories presented through the course, and discuss their strengths and weaknesses
  • Identify contemporary trends and challenges that are relevant for the co-creation, diffusion and adoption of service innovations, and discuss their implications for innovation
  • Identify and provide arguments for strategies that support co-creation, diffusion and adoption of service innovations
Course prerequisites
Students not enrolled in BSc in Business Administration & Service Management must document a level in English equal to TOEFL 575
Examination
Co-creation, Adoption and Diffusion of Service Innovations:
Exam ECTS 7,5
Examination form Oral exam
Individual or group exam Individual exam
Duration 20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Success or failure of service innovations relies greatly on the ability of managers to understand and involve end-users in value creation. Furthermore, durable success of innovations depends on how well they are adopted by markets and how their diffusion evolves over time. This course takes a point of departure in user-driven perspectives on innovation and provides students with concepts and methods to understand the dynamic relationship between service businesses and customers. Furthermore, the course explores and presents current trends in consumption and discusses their impact on innovation adoption and diffusion. Presented with theoretical and practical approaches that emphasize user involvement, students will learn and analyse organizational and contextual conditions that facilitate or hinder successful innovation diffusion.  
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
Research-like activities
  • Analysis
  • Discussion, critical reflection, modelling
  • Peer review including Peer-to-peer
Description of the teaching methods
Teaching methods include lectures, case studies, group discussions and exercises designed to introduce and practice the application of concepts, theories and models from the course syllabus to real-life examples. Students are expected to take an active part in the class discussions and exercises. Most class exercises will be in small groups where preparation is essential. Participation in group discussions and presentations are vital for a successful learning in this course.
Feedback during the teaching period
Forms of continuous feedback are essential parts of the course and will be provided through interactive activities in class, student presentations and peer-to-peer feedback exercises allowing the students to practice their abilities to explain, apply and argue. In particular, students receive feedback in the following forms:

1. Interactive activities in class: Students get feedback through participating in classroom discussions and case study sessions, during which they can apply the tools and concepts discussed in lectures. This takes the form of both lecturer feedback and peer feedback.

2. Synchronous feedback on generic queries: Students receive feedback on generic queries about their understanding of particular sessions/contents of the course, based on an anonymous, collective Q&A discussion thread posted on Canvas. If teaching is delivered online or pre-recorded, students can use the discussion channel to pose their questions.

3. Solicited feedback on specific queries: Students may also request and receive feedback during office hours on specific queries related to particular sessions/contents of the course
Student workload
Actively participating in lectures, class activities, assignments and exercises 38 hours
Preparation for class and interractive exercises 100 hours
Preparation for exam 70 hours
Last updated on 26-06-2025