Making a face: Graphical illustrations of managerial stances toward customer creativity
Creative consumers – consumers who adapt, modify or transform a proprietary offering – represent an intriguing paradox for business. On the one hand they can be a black hole for future revenue, with breach of copyright and intellectual property, while on the other hand they represent a gold mine of...
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Published in | Australasian marketing journal Vol. 20; no. 1; pp. 9 - 15 |
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Main Authors | , , , , |
Format | Journal Article |
Language | English |
Published |
London
Elsevier Ltd
01.02.2012
Sage Publications Ltd |
Subjects | |
Online Access | Get full text |
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Summary: | Creative consumers – consumers who adapt, modify or transform a proprietary offering – represent an intriguing paradox for business. On the one hand they can be a black hole for future revenue, with breach of copyright and intellectual property, while on the other hand they represent a gold mine of ideas and business opportunities. This problem is central to business – business needs to both
create and
capture value; the problem is that creative consumers demand a shift in the mindsets and business models of how firms both create and capture value. We develop a typology of firms’ stances to creative consumers based upon their attitude and action towards customer innovation. We then consider the implications of the stances model for corporate strategy, and examine a three-step approach to dealing with creative consumers, namely, awareness, analysis and response. |
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ISSN: | 1441-3582 1839-3349 |
DOI: | 10.1016/j.ausmj.2011.10.009 |