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This paper introduces interactive research as an emerging approach within a broad family of collaborative research approaches in management and organization research. Interactive research is a way to contribute to the dual tasks of long-term theory development and innovation and change processes in organizations. One of the distinguishing features of interactive research is a focus on continuous joint learning processes between the researchers and the involved practitioners.

The basic concepts, contributions and challenges of the interactive research approach are presented and illustrated in the present paper through a practical case, the HELIX Centre.

Interactive research is a way to advance scientific knowledge about the development of new types of work organizations and the development of sustainable operations. The multi-disciplinary and interactive research approach at HELIX has made it possible to reach a high degree of both rigour and relevance in research questions and projects. The authors identified five principles from the HELIX case that were instrumental in accomplishing the dual tasks of interactive research.

The interactive research approach is a powerful method of collaboration between different stakeholders throughout the research process. This type of research makes it possible to interact at various levels of research, from the programme level, to research and development projects, to the individual level. The results from interactive research should not only be considered traditionally valid but also valid in relation to organizational and societal needs.

Strategic adaptation in complex environments with frequent changes must balance the search for innovative opportunistic ventures and conscious pursuit to achieve established goals and outcomes. This creates a tension between attempted efficiency gains from tight strategic controls that avoid diversion of corporate resources and the facilitation of dispersed initiatives in search for business opportunities. To assess this conundrum, the authors present an interactive strategic control model that combines planning and participative strategy-making with interactive control processes. This combination of management practices arguably creates an adaptive system that drives the upside performance outcomes from a guided adaptation of opportunistic insights. Various hypotheses are developed and tested based on survey data from among the 500 largest firms in Denmark. The results suggest a direct relationship between interactive controls, strategic planning, and participative leadership on upside performance outcomes. Moreover, the positive effect from interactive controls on the upside potential is enhanced by participative decisions.

By adopting a cognitive perspective, we examine ways in which knowledge creation processes within organizations effectively enhance organizational knowledge via the cognitive processes of organizational members. We identify two distinct yet complementary learning processes—informational and interactive—and argue that these processes contribute to the creation of organizational knowledge in different ways. We use cognitive mapping to examine changes in knowledge and use a research design involving pre‐test and post‐test of cognitive maps. Results suggest that organizational knowledge generally improves as organizations engage in the knowledge creation processes and that the effectiveness of such processes in creating knowledge depends on the context. The conceptual arguments and methods developed in this paper should encourage researchers to conduct additional empirical research and help managers change the mix of the informational and interactive learning processes for effective learning as their firm's competitive environment becomes more volatile.

The purpose of this paper is to reflect on interactive research as a means to create relevant knowledge in the domain of operations management in general and specifically in the context of production start-up.

The reflection on the use of interactive research in production start-ups was based on a study of two completed interactive research projects. The lens for reflection was a framework including context, quality of relationship, quality of the research process itself and outcomes.

The context was industrial manufacturing companies in Sweden, with different kind of challenges related to production start-ups, such as collaboration between involved functions and suppliers, competence development and work routines. Indicators of the quality of relationship between researchers and practitioners were initiated development activities and new collaboration between functions, within the company, between companies and in supply chains. The reflection of the quality of the research process itself was based on an interactive research process including four iterative steps with regular follow-ups allowing joint practitioner and researcher reflection on the progress. Identified outcomes included increased awareness and competence on how to deal with production start-ups, improvements of communication, work procedures and structures, better use of competences, increased cross-functional dialogue and cultural understanding.

Implications for practitioners are the possibilities for knowledge creation through interactive collaboration in research projects enabling exchange between researchers from complementary fields and other companies dealing with production start-ups.

The interactive research approach enables joint knowledge creation in a fast-changing context such as production start-ups as well as value-adding results both for practitioners in industry and for academia.

The purpose of this paper is to develop a modeling and interactive operating method for virtual assembly (VA) to support assembly process generation based on interactive operation.

This paper puts forward an assembly semantic modeling method for interactive assembly and process generation after the analysis on requirements of operation process generation. Based on this semantic model, methods for semantic generation, semantic processing and assembly motion extraction from interactive operation are presented. Partial process generation of auto engine is proposed to verify the approaches in this paper.

The application shows that assembly semantic modeling and operating methods can support process generation based on VA operations.

The approaches presented in this paper improve the efficiency of assembly process, making assembly process intuitive and natural.

Generally, the article provides a fundament beyond the state‐of‐the‐art construct of service quality. In particular, the content is dedicated to the construct of interactive service quality in service encounters. Interactive service quality in a service encounter requires the simultaneous consideration of the service provider’s and service receiver’s perspectives. Furthermore, it also demands the consideration of both the service provider’s and the service receiver’s expectations and perceptions in a service encounter. The theoretical contribution is a generic conceptual framework of interactive service quality in service encounters consisting of the service continuum, the service cycle, and an interactivity model. The managerial contribution is a model of the invisibility dilemma of a service offer, the features of interactive service quality and an application model of interactive service quality in service encounters. Suggestions for further research are also proposed.

The purpose of this paper is to outline the usage of interactive marketing tools in the area of sales and operations planning (S&OP) to further collaboration among supply chain partners. Emergent challenges and research directions are proposed.

Using extant literature from S&OP, supply chain management and interactive marketing, the authors integrate those to show the value of using interactive marketing tools to further integration across the supply chain of important S&OP processes.

S&OP utilizes sophisticated software to integrate various business processes beyond B2C and into B2B relationships.

Uncertainty exists as to the measurement of the performance of a supply chain, or the network or system of companies, is not developed enough to deal with that issue. However, this is addressed in the research questions section.

The practical implications for the use of integrative marketing tools to link B2C as well as B2B partners through S&OP are numerous and far reaching.

This study uniquely examines the use of interactive marketing tools for B2B, as opposed to simply B2C.

The purpose of this paper is to conceptualize the “interacted” actor and connect it with practices of managerial value creation in an interactive business world. In doing so, it accounts for the interactive agency of actors via dynamics of the creational process across increasing technological “platformization” of interactions of heterogeneous (human and non-human) sociomaterial entities.

The study discusses a foundational theoretical framework of a co-creation paradigm (CCP) while connecting it with recent industrial marketing and purchasing (IMP) literature on mixed network and system ontology. It then elaborates on conceptual research contributions and key business management implications in advancing IMP studies through CCP.

The framing of interactional flows across interactive system environments in business networks is related to both stability and developmental change in the enactment of creation via interactive agencies-structures in the ongoing pursuits of both business efficiency and innovation of value creational opportunities.

By effectively configuring platformed networked interactions of experience value creation in their business contexts, managers (and stakeholding individuals in general) can better cope with the complexity of interactivity and interdependencies.

Managerial experience value co-creation through CCP builds on the IMP tradition by explicitly recognizing actors, in addition to activities and resources as being interactively defined. Because the relational logics are applicable at varying levels of scale across system-environment boundaries, it can be applied at both the individual and company levels or more generally at any level of agglomeration.

Insights about customers' processes of value creation are highly beneficial for companies striving to provide customers with added value in their processes. Customer processes (CPs) of a complex nature, like buying real estate, are highly heterogenous and comprise numerous activities. Existing data-gathering methods either overlook the variability of these processes or do not record their contents thoroughly. Drawing conclusions from analyzing such poor-quality data can result in the design of supposedly customer-centric offerings that fail to provide customers with value in their processes. This paper aims to introduce a method for gathering complex CP data of superior quality: the interactive questionnaire.

The design of the novel method is guided by requirements derived from the literature. In a field study, the method's performance is compared with that of existing methods.

The interactive questionnaire produces data quality gains by combining data gathering in large sample sizes with features enabling survey participants to interact with each other. A field study confirms that it outperforms all hitherto existing methods in terms of the quality of the obtained data.

This study contributes to CP management literature by introducing a method capable of gathering complex CPs in sample sizes sufficiently large to accurately reflect their variability and in broad scope including activities beyond the company's perception. Having such CP data available is the precondition for a joint optimization of CPs and aligned business processes.

Despite the growth of digital fashion shopping, many consumers regularly visit physical fashion stores. To enable digital interactions in a physical store, many fashion brands have installed interactive technology. However, studies of consumer engagement with interactive technology in fashion stores remain scarce. The purpose of this paper is to explore the experience with interactive technology in fashion stores.

A qualitative user experience design (UXD) approach was employed to address the research question. A combination of methods: protocol analysis, observation and interview, was used to collect the data. A prominent UXD framework was utilised to analyse the data.

There are four themes representing findings: split domain, digital domain merchandise, interactive information and interaction moments. For these, two core concepts were extracted: control over experience via framing and challenges for experience.

This research paper infused a new approach that is UXD into the field of fashion marketing. This shows the possibility to amalgamate those contrasting fields. Moreover, this research paper provides insights particularly about the interactions with a technology in fashion stores.