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Making a face: Graphical illustrations of managerial stances toward customer creativity

Author

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  • Campbell, Colin L.
  • Berthon, Pierre R.
  • Pitt, Leyland F.
  • McCarthy, Ian
  • Plangger, Kirk

Abstract

Creative consumers – consumers who adapt, modify or transform a proprietary offering – represent an intriguing paradox for business. On the one hand they can be a black hole for future revenue, with breach of copyright and intellectual property, while on the other hand they represent a gold mine of ideas and business opportunities. This problem is central to business – business needs to both create and capture value; the problem is that creative consumers demand a shift in the mindsets and business models of how firms both create and capture value. We develop a typology of firms’ stances to creative consumers based upon their attitude and action towards customer innovation. We then consider the implications of the stances model for corporate strategy, and examine a three-step approach to dealing with creative consumers, namely, awareness, analysis and response.

Suggested Citation

  • Campbell, Colin L. & Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Plangger, Kirk, 2012. "Making a face: Graphical illustrations of managerial stances toward customer creativity," Australasian marketing journal, Elsevier, vol. 20(1), pages 9-15.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:1:p:9-15
    DOI: 10.1016/j.ausmj.2011.10.009
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    References listed on IDEAS

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