What is a consumer creativity?
Berthon et al 2007
These are consumers who adapt, modify, or transform an offering such as a product or service
How is the consumer involved in the creative process of a business?
- Cova et al, 2011
It is the collaboration between the firm and consumer in the manufacturing of products and services
What are some examples of the co-creativeness of companies and consumers?
- Projects as unfinished objects that consumers can finish as their own
- Brand mixing, mixing 2 brands together to create something new-ish
What is a lead user?
A user who faces needs before the majority of the population, and are positioned to benefit from getting a solution to the problem
What are the features of a creative consumer?
- Work with all types of things
- Don’t face needs that will become general: work on personal projects
- Don’t need to benefit directly from their innovations
- Don’t ask permission before experimenting with a firms offering
How many levels are there of consumer level motivators of co-creation
4
What are different types of motivation that customers have behind co-creation?
Hoyer et al, 2010
- Financial
- Social
- Technical
- Psychological
What is the thoughts behind exploitation and consumer co-creation?
Hoyer et al, 2010
Consumers generally contribute their offerings for free and then have to pay a premium for that product
How many approaches can management take to dealing with creative consumers?
4
What are the approaches that management can take towards creative consumer?
Berthon et al, 2007
- Resist
- Discourage
- Enable
- Encourage
Explain the approaches management can take towards consumer creativity:
Berthon et al 2007
- Resist: Actively restrain customer creativity
- Discourage: Tolerate/ignore the behaviour
- Enable: Actively facilitate consumer innovation
- Encourage: Don’t actively facilitate
What are crowds?
Larged organised groups that are gathered together to specifically plan, manage and complete projects
What are hives?
Online communities whose members actually contribute a relatively greater amount to the community, they produce innovations to meet challenges or to meet specific project goals
Who argues that the consumer is always a co-producer?
Vargo & Lusch, 2004
How can you create value in terms of consumer creativity?
Normann & Ramirez 1993
Value can be created through co-producing as it can create offerings that mobilise consumers
What is Service Dominant Logic?
Vargo & Lusch, 2004
- Consumers are buying products that provide satisfaction to those beyond associated with the functionality of the product e.g. buying headphones for the service of music they give you, not just to buy headphones, moisturiser, buy the one that is most hydrating
What is a good centred view?
Vargo & Lusch, 2004
This is all about the value that is embedded into the product
What is commoditisation?
Commoditisation is the process by which goods that have value and are distinguishable in terms of attributes (uniqueness or brand) end up becoming simple commodities in the eyes of the market or consumers
What is a way to stop commoditisation?
Cova et al, 2011
By internalising co-creation, and by also being able to charge premium prices
How many different types of segments of consumers are there that take part in co-creation?
Hoyer et al, 2010
4
What are the different segments of consumers that take part in co-creation?
Hoyer et al, 2010
- Innovators: The earliest people to adopt new products
- Lead Users: Individuals ho face needs that will eventually be a general need in the mass marketplace, but they have this needs before everyone else
- Emergent Consumers: Capable of apply intuition & judgement to improve product concepts which mainstream consumers will find appealing & useful
- Market Mavens: Individuals who have information about many kinds of products, places to shop, and other features of the market
Discuss the different types of motivation that customers have behindco-creation?
Hoyer et al 2010
- Financial Rewards: Either directly from profit sharing/prizes or indirectly though intellectually property/visibility received though winning
- Social Benefits: Titles, forms of recognition, increased social status, social esteem, citizenship
- Technical Knowledge: Participating in forums/development groups run by manufacturers to gain more technical knowledge
- Psychological Reasons: Enchaning intrinsic motivation & sense of self-expression & pride
What is the 3-way fit of managing creativity?
Berthon, 2007
- A specific stance towards creative consumers
- Relative ability and desire of consumers to adapt, modify and transform their products
- Firms ability to track, scan and control consumer produced innovations
What is needed to guide consumer creativity?
Kozinets et al, 2008
Both business and society need categories and procedures to guide the powerful collectiveness of consumer innovation
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Risks, Needs & Motivations42
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New Product Development31
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Product Protocol37
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Customer Adoption & Diffusion24
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New Product Process12
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Product Strategy37
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Concept Generation13
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Sociological Issues20
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Understanding Consumers & Consumer Culture17
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Product Management/Concept Testing & Evaluation12
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Strategic Launch Planning13
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Managing the NPD Team17
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Market Testing17
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Early Market Influences11
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Decision Making & Influences12
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Consumers, product management and sustainability10
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Consumer Creativity27
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International Consumers13
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Attitudes & Perception22
