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When Do Working Consumers Become Prosumers?: Exploring Prosumer Characteristics for Organizational Value Creation Strategies
Abstract
Notions like working consumers, active consumers, and consum-actors are used conjointly and interchangeable with the prosumer concept. But literature findings do not support such bewilderment. Thus, the present paper aims to uncover the relevance of the prosumer concept and examine the specific factors which empower consumers to be become prosumers and participate in co-creation activities. As prosumer characteristics have had limited attention in literature, the authors have chosen a Grounded Theory exploratory approach based on expert understandings of the phenomenon, using both in-depth semi-structured interviews with experts and literature analysis to develop a theoretical model of the concept. After understanding what makes a consumer co-create value with and for a company, management and marketing specialists have all the necessary information to delineate strategic directions for innovative results.
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