1. Reimagining Innovation from the Customer Perspective Part I - 2. Building the Innovation Muscle for Customer Well-Being and Well-Becoming Part II - Commercial Innovation 3. Customer-Centric Innovation as a Journey 4. Customer Perceptions of Firm Innovativeness: Insights from Restaurants and Media Streaming Providers 5. Differentiating and Competing Through Innovation 6. The Role of Firm Innovation in the Workforce 7. Managing Innovation and Knowledge: The Role of Information Technology, Culture and Complements 8. Commercial Readiness Level (CRL) Part III - Social Innovation 9. Social Innovation and its Role Within Business 10. The Role of Perceived Authenticity of Social Communications in Social Innovation Ratings 11. Social Innovation in the Financial Services Sector 12. Building a Corporate Culture Committed to Society: A Case Study 13. Innovating the Marketplace with Diversity and Inclusion Part IV - Digital Innovation 14. From Insights on Digitalization, Artificial Intelligence, Virtualization and Smart Systems to Hyper-Trends in Digital Innovation 15. Decoding Digitalization: Insights from Small and Mid-Sized Enterprises 16. Transforming the Digital Service Landscape: The Role of Artificial Intelligence 17. Leveraging Academic Research on Mixed Reality Applications for Value Creation 18. Smart Wellness: The Roles of Brand Attachment and Trust in Smart Service System Adoption Part V - Innovation Outcomes and Prospects 19. Return on Innovation 20. Innovation from the Customer Perspective: Looking Back and Looking Ahead