کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1014419 | 939373 | 2010 | 10 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: If you can’t beat them, let them join: The development of strategies to foster consumers’ co-creative practices If you can’t beat them, let them join: The development of strategies to foster consumers’ co-creative practices](/preview/png/1014419.png)
Faced with the challenges of consumer resistance due to the separation of roles between producer and consumer, as well as overpowering marketing tools and techniques, a company can resolve the problem by letting consumers join in the process of value co-creation. Advocating the consumer-oriented perspective, this article explains how and why consumers co-create, which leads to the development of a typology of consumers’ co-creative practices. Four interrelated categories (participation-for-self, creation-for-self, participation-for-others, creation-for-others) are illustrated with the proposed four Cs strategies—choice, complement, cause, and communality—to foster these different practices accordingly. From well-established to newly-developed, these consumer-oriented strategies work to enhance deeper consumer involvement yielding a possibility to attain continual and interconnected benefits for a company. However, implementation is based on a company's readiness and willingness to achieve different degrees of commitment. This article promotes collaborative efforts between consumers and companies, and highlights mutuality of benefits which leads to sustainable relationships.
Journal: Business Horizons - Volume 53, Issue 3, May–June 2010, Pages 315–324