If you can’t beat them, let them join: The development of strategies to foster consumers’ co-creative practices |
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Authors: | Krittinee Nuttavuthisit |
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Affiliation: | Sasin Graduate Institute of Business Administration, Chulalongkorn University, Phyathai, Patumwan, Bangkok 10330, Thailand |
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Abstract: | Faced with the challenges of consumer resistance due to the separation of roles between producer and consumer, as well as overpowering marketing tools and techniques, a company can resolve the problem by letting consumers join in the process of value co-creation. Advocating the consumer-oriented perspective, this article explains how and why consumers co-create, which leads to the development of a typology of consumers’ co-creative practices. Four interrelated categories (participation-for-self, creation-for-self, participation-for-others, creation-for-others) are illustrated with the proposed four Cs strategies—choice, complement, cause, and communality—to foster these different practices accordingly. From well-established to newly-developed, these consumer-oriented strategies work to enhance deeper consumer involvement yielding a possibility to attain continual and interconnected benefits for a company. However, implementation is based on a company's readiness and willingness to achieve different degrees of commitment. This article promotes collaborative efforts between consumers and companies, and highlights mutuality of benefits which leads to sustainable relationships. |
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Keywords: | Consumers&rsquo co-creative practices Co-creative strategies Consumer involvement Consumer resistance Value co-creation process |
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