Confronted with the difficulties of customer resistance due to the separation of functions in between manufacturer and customer, in addition to overwhelming marketing tools and strategies, a business can fix the issue by letting consumers take part in the procedure of value co-creation. Promoting the consumer-oriented point of view, this post discusses how and why consumers co-create, which causes the development of a typology of consumers' co-creative practices. 4 interrelated classifications (participation-for-self, creation-for-self, participation-for-others, creation-for-others) are shown with the proposed 4 Cs strategies-choice, development, cause, and communality-to foster these various practices appropriately.
From reputable to newly-developed, these consumer-oriented strategies work to boost much deeper customer participation yielding a possibility to obtain interconnected and continuous advantages for a business. Execution is based on a business's preparedness and determination to attain various degrees of dedication. This short article promotes collective efforts in between business and consumers, and highlights mutuality of advantages which causes sustainable relationships.
PUBLICATION DATE: May 15, 2010 PRODUCT #: BH390-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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