Post on 22-Nov-2014
description
The RISE of the
By: Paul Berenguer
CONSUMERPROSUMER
“customers participate in the creation of products in an active and ongoing way”
What is a Prosumer?
Source: http://mehdioa.wordpress.com/
10 to 40% of consumers say they participate in product creation/modification
Need Driven Excitement Driven
What motivates people to create?
Free R&D Larger human capital
Advantages of Utilizing Prosumers
A good example....
Linden Labs creates only 1% of the game 2300 hours of free development Rewards IP rights
Second Life
Loosing control? Cannibalism
Challenges
Hackers tapped into their software Faced with the decision to sue Created the “Right to Hack”
Lego Mindstorms
Create a platform for creation Stay informed and up to date Offer rewards Treated as co-creators
Implications
Fuller, Johann, Gregor Jawecki, and Hans Muhlbacher (2006), ‘Innovation Creation by Online Basketball Communities.” Journal of Business Research, 60(1), 60-71.
Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau (2008), ‘The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing.” Journal of Macromerketing. 28(December). 339-354.
Tapscott, Don and Williams, Anthony. (2006). ‘The Prosumer’. Wikinomics. http://hlt.media.mit.edu/dfe_readings/TapscottChapter5.pdf
Tapscott, Don and Williams, Anothony. ‘Wikinomics’. (2006) Executive Book Summaries. http://cgis.hbg.psu.edu/articles/Wikinomics_Summary.pdf
Quinion, Michael. (2012). ‘Prosumer’. World Wide Words. http://www.worldwidewords.org/turnsofphrase/tp-pro4.htm.
References
Thank you!