Prosumer-oriented Relationship Management Capability Development for Business Performance

In an always changing environment, companies must strive for business excellence. Corporate performance is determined by a firm's resource endowment and the organizational effectiveness at converting these resources into capabilities. In this line of reasoning the present paper outlines current consumer trends which give way to new CRM extensions like the Prosumer-oriented Relationship Management (PoRM) model. Prosumers are new creative consumers who participate in corporate activities and co-create value. Their innovative potential must be nurtured and enabled by adequate tools and processes. We propose five clusters of conceptual patterns for PoRM with the final purpose of converting them alongside other intellectual capital resources in PoRM capabilities for competitive advantage.