Abstract
Previous research into user involvement in service innovation has found that the effective contribution of users might be minor, since users ’ ideas are generally non-feasible. We have assumed that this might have to do with the way ideas were processed by the company, i.e. the idea selection process. We have therefore proposed and tested a new way of utilising the users ’ ideas, called generative model revision. This new approach has unveiled new potential contributions through user involvement. While previous approaches in user involvement have been directed at gaining rather short-term returns, the new approach advocated in the paper has a longer horizon, and is more focused on reframing the companies ’ businesses. The proposed approach is complementary rather than exclusive to the existing ones.