Zoom sur l'autoproduction du consommateur

Bernard Cova, Pascale Ezan and Gregorio Fuschillo

Revue française de gestion, 2013, vol. N° 234, issue 5, 115-133

Abstract: There are nowadays numerous terms used to indicate the active role played by the consumer: co-production, co-creation, collaboration, participation etc. This plethora of terms does not make conceptualization of the consumer?s role and qualifying of his actions any easier. Conversely to these all-encompassing attempts, we propose here to zoom in on consumer?s self-production. To do so, we study exemplary cases which enable us to generate two new categories of self production. The resulting categorization underlines the dynamics and polymorphic nature of the consumer?s active role in relation to the firm.

Date: 2013
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