Making a face: Graphical illustrations of managerial stances toward customer creativity

Colin L. Campbell, Pierre R. Berthon, Leyland F. Pitt, Ian McCarthy and Kirk Plangger

Australasian marketing journal, 2012, vol. 20, issue 1, 9-15

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: Creative customers; Firm stance; Strategic response; Diagnostics (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:20:y:2012:i:1:p:9-15

DOI: 10.1016/j.ausmj.2011.10.009

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