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Involving Consumers: The Role of Digital Technologies in Promoting ‘Prosumption’ and User Innovation

Author

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  • Thierry Rayna

    (Novancia Business School Paris)

  • Ludmila Striukova

    (University College London)

Abstract

Since the First Industrial Revolution, consumers have been mainly considered as playing a passive role with regard to production. However, the recent decades have seen a progressive growth in consumer involvement in production processes, for instance, in the form of user innovation, DIY and mass customisation. Yet, it was not until the advent of digital technologies that consumers’ input in production processes could become really significant in all dimensions of production (design, manufacturing and distribution). This increased (sometimes leading) role of consumers in production has been referred to as ‘prosumption’. While prosumption has so far been mainly significant online (where consumers have arguably taken over the creation and distribution of content), recent advances in digital technologies (mobile networks, 3D printing) have enabled prosumption to reach to world of physical objects, as illustrated by the increased importance of consumer-made goods (‘makers’ movement) and of the ‘sharing economy’. Although prosumption can be highly disruptive to markets, there has not been so far a thorough investigation of the nature of this phenomenon. Yet, understanding this nature is critical to apprehend disruptions. Furthermore, while digital technologies have been acknowledged as a key factor in the rise of prosumption, the exact role of each set of technologies has not yet been studied, which is a problem, as different technologies enable different types of prosumption. The aim of this article is to fill these two gaps. To do so, a framework of prosumption, which encompasses both inputs and outputs of consumer contribution, is introduced. This framework is then applied to multiple case studies, which enables to show how prosumption has evolved and what changes lie ahead.

Suggested Citation

  • Thierry Rayna & Ludmila Striukova, 2021. "Involving Consumers: The Role of Digital Technologies in Promoting ‘Prosumption’ and User Innovation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(1), pages 218-237, March.
  • Handle: RePEc:spr:jknowl:v:12:y:2021:i:1:d:10.1007_s13132-016-0390-8
    DOI: 10.1007/s13132-016-0390-8
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    References listed on IDEAS

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    Cited by:

    1. Qiao, Penghua & Liu, Siting & Fung, Hung-Gay & Wang, Chen, 2024. "Corporate green innovation in a digital economy," International Review of Economics & Finance, Elsevier, vol. 92(C), pages 870-883.
    2. Magdalena Maciaszczyk & Maria Kocot, 2021. "Behavior of Online Prosumers in Organic Product Market as Determinant of Sustainable Consumption," Sustainability, MDPI, vol. 13(3), pages 1-14, January.
    3. Mulhuijzen, Max & de Jong, Jeroen P.J., 2023. "The rich or the poor? Personal resources, do-it-yourself, and innovation in the household sector," Research Policy, Elsevier, vol. 52(3).
    4. Agnieszka Izabela Baruk, 2021. "The Preferences of Active Final Purchasers Regarding the Environment of Cooperation with Offerors and Benefits Achieved Thanks to Such Cooperation," Energies, MDPI, vol. 14(15), pages 1-17, July.
    5. Elżbieta Szul, 2023. "Prosumeryzm firm – korzyści i wyzwania dla konsumentów," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 4, pages 171-187.
    6. Agnieszka Izabela Baruk, 2021. "Relationships between Final Purchasers and Offerors in the Context of Their Perception by Final Purchasers," Energies, MDPI, vol. 14(11), pages 1-15, June.
    7. da Fonseca, André Luís A. & Chimenti, Paula & Campos, Roberta D., 2023. "‘Take my advice’: Entrepreneurial consumers and the ecosystemic logics of digital platforms," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    8. Ge Yao & Jianming Miao, 2021. "Service Value Co-Creation in Digital Platform Business: A Case of Xianyu Idle Trading Platform," Sustainability, MDPI, vol. 13(20), pages 1-21, October.

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