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. © 2011 Australian and New Zealand Marketing Academy.

Making a face: Graphical illustrations of managerial stances toward customer creativity / Campbell, C. L.; Berthon, P. R.; Pitt, L. F.; Mccarthy, Ian Paul; Plangger, K.. - In: AUSTRALASIAN MARKETING JOURNAL. - ISSN 1441-3582. - 20:1(2012), pp. 9-15. [10.1016/j.ausmj.2011.10.009]

Making a face: Graphical illustrations of managerial stances toward customer creativity

McCarthy I.;
2012

Abstract

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. © 2011 Australian and New Zealand Marketing Academy.
2012
Creative customers; Diagnostics; Firm stance; Strategic response
Making a face: Graphical illustrations of managerial stances toward customer creativity / Campbell, C. L.; Berthon, P. R.; Pitt, L. F.; Mccarthy, Ian Paul; Plangger, K.. - In: AUSTRALASIAN MARKETING JOURNAL. - ISSN 1441-3582. - 20:1(2012), pp. 9-15. [10.1016/j.ausmj.2011.10.009]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/189116
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