When customers get clever: Managerial approaches to dealing with creative consumers

Creative consumers (defined as customers who adapt, modify, or transform a proprietary offering) represent an intriguing paradox for business. On one hand, they can signify a black hole for future revenue, with breach of copyright and intellectual property. On the other hand, they represent a gold m...

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Bibliographic Details
Published in:Business horizons 2007, Vol.50 (1), p.39-47
Main Authors: Berthon, Pierre R., Pitt, Leyland F., McCarthy, Ian, Kates, Steven M.
Format: Article
Language:English
Subjects:
Business models
Consumer behavior
Creative customers
Diagnostics
Firm stance
Strategic management
Strategic response
Studies
Value added
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Summary:Creative consumers (defined as customers who adapt, modify, or transform a proprietary offering) represent an intriguing paradox for business. On one hand, they can signify a black hole for future revenue, with breach of copyright and intellectual property. On the other hand, they represent a gold mine of ideas and business opportunities. Central to business is the need to create and capture value, and creative consumers demand a shift in the mindsets and business models of how firms accomplish both. Based upon their attitude and action toward customer innovation, we develop a typology of firms' stances toward creative consumers. We then consider the implications of the stances model for corporate strategy and examine a three-step approach to dealing with creative consumers: awareness, analysis, and response.
ISSN:0007-6813
1873-6068
DOI:10.1016/j.bushor.2006.05.005