search query: @author Wikström, S. / total: 4
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| Author: | Wikström, S. |
| Title: | The customer as co-producer |
| Journal: | European Journal of Marketing
1996 : VOL. 30:4, p. 6-19 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER MARKETS CUSTOMERS ORGANIZATIONAL LEARNING |
| Language: | eng |
| Abstract: | This article focuses on the co-production logic applied to consumer markets, and relating this to the experience and knowlidge gained from industrial markets. When the customer is conceived as co-producer, the interaction should generate more value than traditional transaction process, during which seller and buyer meet, exchange services and products and then separate. The new business logic means much longer relationships between buyer and seller, and highly refined distribution of roles. The company-consumer interaction is becoming more frequent but in industrial markets it encompasses only one or two valuecreating activities of design, production or consumption, and the benefits are mostly short-term. More knowledge is needed about how to organize the interaction with a view to learning, in order to exploit the benefits to the full. |
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