The challenges of consumer resistance due to the separation of functions between the producer and the consumer as well as the tools and techniques of overwhelming marketing, a company can solve the problem by allowing consumers to join the process of value co- creation. Defend consumer-oriented perspective, this article explains how and why consumers co-create, which led to the development of a typology of consumption practices of co-creation. Four interrelated categories (share-for-itself, the creation of one’s existence, the share-for-others, building-to-others) are illustrated by the four strategies proposed option C, complement, cause and jointly promote these practices accordingly. Well established for new development, these consumer-oriented strategies more work to improve consumer participation that gives the possibility to obtain continuous and interconnected benefits for a company. However, the? PART implementation is based on the will and the desire to achieve varying degrees of commitment to the company. In this article the collaboration between consumers and businesses is encouraged, and highlights the mutual benefits that leads to lasting relationships.
Source: Business Horizons
May 15 2010: release date. Prod #: BH390-PDF-ENG
If you can not beat them, join them: developing strategies co-creative practices solutions business consumers Foster