Abstract

http://ssrn.com/abstract=959581
 
 

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When Customers Get Clever: Managerial Approaches to Dealing With Creative Consumers


Pierre R. Berthon


Bentley University

Leyland Pitt


Simon Fraser University - Segal Graduate School of Business

Ian P. McCarthy


Simon Fraser University (SFU) - Beedie School of Business

Steven M. Kates


Simon Fraser University (SFU) - Beedie School of Business


Business Horizons, Vol. 50, No. 1, pp. 39-47, 2007

Abstract:     
Abstract 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.

Number of Pages in PDF File: 9

Keywords: Creative customers, strategic response, lead users, innovation

JEL Classification: M10

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Date posted: January 27, 2007  

Suggested Citation

Berthon, Pierre R. and Pitt, Leyland and McCarthy, Ian P. and Kates, Steven M., When Customers Get Clever: Managerial Approaches to Dealing With Creative Consumers. Business Horizons, Vol. 50, No. 1, pp. 39-47, 2007. Available at SSRN: http://ssrn.com/abstract=959581

Contact Information

Pierre R. Berthon (Contact Author)
Bentley University ( email )
175 Forest Street
Waltham, MA 02145
United States
Leyland Pitt
Simon Fraser University - Segal Graduate School of Business ( email )
8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada
Ian P. McCarthy
Simon Fraser University (SFU) - Beedie School of Business ( email )
8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada
Steven M. Kates
Simon Fraser University (SFU) - Beedie School of Business ( email )
8888 University Drive
Burnaby, British Colombia V5A 1S6
Canada
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