Abstract: “The paper analyzes two innovative organizations in the well-being field with recent strands of user innovation and service concepts. The Service dominant (SD) logic of marketing (Lusch and Vargo, 2008) incorporates co-creation and a strong network lens and strengthens the perspective that innovative actors can be anywhere in the network of the organization. The Lead user theory (Erich von Hippel, 1986) defines the user ahead of the population in a rising trend, and that more frequently innovates if extreme needs or tastes call for a better solution. I argue that the recent papers by Shah & Tripsas (2007) highlighting “The Accidental Entrepreneur” as a heavy user innovating and the paper by Chatterji & Fabrizio (2008) focusing on “Professional Users as Source of Innovation” can help to expand the traditional innovation concepts in line with SD logic and Lead user theory. The research method is a case-study using historical data and interviews with managers and network partners.”

Keywords: Entrepreneurship, Lead-user, Innovation, SD logic, Well-being tourism, accidental entrepreneurs, hobbyists, professionals