A New Innovation Concept on End user Contextual and Behavioural Perspectives

The phenomenon of innovation has been shifting away from focusing on tangible to intangible modernization with its vitalizing context. This shift appears vitally in innovation developed by individual end-users in organizations and societies, including the exploration of the intangible end-user innovation existence and impact in the household sector on a national scale. Some examples of intangible end-user innovation include technique, service, and user behavior. Although, there is a variety of intangible end-user innovation discussed in the literature, limited understanding is existed for constructing an efficient and comprehensive typology, which encompasses the nature of this innovation phenomenon. This research study explores this original phenomenon for proposing a new concept that will act as an overarching descriptor of innovation types: idea, object, and behavior. This proposed concept, relating to intangible innovation, will explain the sequence within one or many connected intangible activities that provide novelty to its end-user relative to previous activities and practices. Using a design science research approach, the study comprises two goals: a) identifying opportunities and issues to measure intangible inputs to the innovation and b) proposing a framework for extending the existing innovation theories that to better capture intangible end-user innovation and its diffusion insights in their online environment across nations