Making a face: Graphical illustrations of managerial stances toward customer creativity |
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. |
| Keywords: |
Making , face, Graphical illustrations,managerial, stances, toward, customer, creativity |
| Author(s): |
Colin L. Campbell, Pierre R. Berthon , Leyland F. Pitt , Ian McCarthy , Kirk Plangger |
| Source: |
Australasian Marketing Journal 20 (2012) 9–15 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2012 |
| No of Pages: |
7 |
| Price(Tomans): |
0 |
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بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
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