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The Redefined Role of Consumer as a Prosumer: Value Co-Creation, Coopetition, and Crowdsourcing of Information Goods
Abstract
The scarcity of resources and tightening competition drive small and medium enterprises to find new solutions for product development and production. In addition to other (competing) firms and strategic alliances, the firms are searching assistance for production and R&D also among other stakeholders, such as consumers and public sector. In addition to the importance of careful stakeholder analysis, this study emphasises the old ideas, introduced initially by Alvin Toffler, about the role of consumer as a producer and developer of the products, which is the role of prosumer in the contemporary business and technological environment. The updated perspectives of prosumer are directed in this study into the concepts, such as consumer-based coopetition, crowdsourcing and value co-creation. These viewpoints provide new solutions especially for the capable SMEs to plan the production and design of the products with the help of customers in spite of the small organization. Furthermore, this study shows that the contemporary applications of crowdsourcing are concentrated in the business of Information Communication Technology (ICT) and its solutions and platforms. Therefore, also open information and closed innovation strategies are in the focal point of this study. The main contribution of this study is directed in these discussions with a new introduced framework, which is based on the earlier studies of this field.
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