Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 36, Issue 1, Pages 97-108Publisher
SPRINGER
DOI: 10.1007/s11747-007-0061-1
Keywords
co-production; co-creation; customization; risk reduction; activity chains
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Purpose This article presents a model of consumer engagement in co-production. Method A theoretical paper which develops a five-stage dynamic model of consumer involvement in co-production. Results and Conclusions The article discusses the basic linkages between co-production and customization and presents co-production as a dynamic process which is composed of five distinct stages. It also specifies five distinct phases of the production activity chain where consumers can become involved in co-production. The model offers researchers an analytical framework conducive for more advanced studies of the phenomenon from both descriptive and analytical points of view. Managers can use it to segment consumers according to their tendencies to engage in co-production and suggests bases for developing corresponding offers of co-production possibilities which focus on diverse consumer benefits.
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