La participation ordinaire. Mieux comprendre le vécu du consommateur pour faciliter son adhésion

Consumers? participation in the different phases of product or service production process is developing from ordinary to more creative forms. However, the literature has mainly focused on the latter, even though simple and non-creative participation is now widespread in our society. After defining the concept of ?ordinary? participation, the present research investigates consumers? perception of ordinary participation. The authors identify and discuss five participation schemes and derive theoretical and managerial implications.