Zooming in consumer self- production

Zoom sur l’autoproduction des consommateurs

Bernard Cova, Pascale Ezan () and Gregorio Fuschillo
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Bernard Cova: KEDGE Business School [Marseille]
Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, NEOMA - Neoma Business School

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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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Published in Revue Française de Gestion, 2013, 5 (234), pp.115-133

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02019472

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