Regards sur la co-production du client: comment les entreprises nous font-elles participer ?

Sandrine Cadenat (), Audrey Bonnemaizon (), Florence Benoît-Moreau and Valérie Renaudin
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Florence Benoît-Moreau: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Valérie Renaudin: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Consumer participation in the different steps of products or services' production process is developing following many directions, from the most ordinary to the most creative ones. In this context, the present paper tries to clarify the definition of consumer participation and proposes a typology of consumer participation practices based on two dimensions: consumer resources needed and motivations. This matrix offers a framework for managers to analyze their current and future devices, as well as those of their competitors, through the prism of the role assigned to the customer. Finally, implications and guidelines are addressed to firms willing to develop the participatory dimension of their customer relationship management.

Keywords: participation du consommateur; marketing collaboratif; ressources; Customer participation; co-production; collaborative marketing; resources; motivations (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2013, 70

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01630401

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