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Consumer Made : quand le consommateur devient producteur

Author

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  • Bernard Cova

    (Cermes - Université Bocconi)

Abstract

Le Consumer Made est le résultat de la mise en jeu des compétences d'un ou de certains consommateurs afin de modifier ou d'améliorer l'offre des entreprises et d'arriver ainsi à une création originale. Pour les entreprises, il représente une démarche intéressante d'outsourcing d'idées auprès de consommateurs créatifs et expérimentés, en exploitant leur capital intellectuel, et en leur donnant en échange la possibilité de donner leur avis sur ce qui devrait être conçu, produit, développé, mis en service ou transformé par l'entreprise. Cet article propose un premier état des lieux de cette notion de Consumer Made, de ses modulations et de son intégration dans la démarche marketing d'une entreprise. Il conclut sur une liste de points-clés à prendre en compte quand on cherche à mettre en œuvre ce type de démarche.

Suggested Citation

  • Bernard Cova, 2008. "Consumer Made : quand le consommateur devient producteur," Post-Print halshs-02914385, HAL.
    • Handle: RePEc:hal:journl:halshs-02914385
    DOI: 10.7193/DM.050.19.27
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    Citations

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    Cited by:

    1. Laurene Fayolle & Sonia Capelli & William Sabadie, 2012. "Placement de marque interactif et image de marque : le cas des concerts," Post-Print halshs-00685324, HAL.
    2. Alix Poels, 2016. "« Attrape-moi si tu peux » : Consommateurs ordinaires et rôle de la matérialité dans la pérennisation d'une pratique illégale de consommation," Post-Print hal-01385127, HAL.
    3. Hamdi-Kidar, Linda & Vellera, Cyrielle, 2018. "Triggers entrepreneurship among creative consumers," Journal of Business Research, Elsevier, vol. 92(C), pages 465-473.
    4. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    5. Aurélie Hemonnet-Goujot & Julie Fabbri & Delphine Manceau, 2016. "Crowdsourcing vs Design Thinking. Une étude comparative de deux démarches d'innovation externe dans la phase d'idéation," Post-Print hal-01412693, HAL.
    6. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    7. Estelle Peyrard & Cécile Chamaret, 2020. "Designing for all but with whom? Three cases of codesign with disabled persons [Concevoir pour tous, mais avec qui ? Trois cas de co-conception avec des persones en situation de handicap]," Post-Print hal-03059691, HAL.
    8. Emmanuelle Le Nagard & Fanny Reniou, 2013. "Co-innover avec les clients : entre intérêt et réticence pour les entreprises grand public," Post-Print hal-01322865, HAL.
    9. Corinne Rochette & Cédrine Zumbo-Lebrument, 2017. "Co-construction of a territorial marketing approach : the case of the stakeholders of a shared brand [La co-construction d’une démarche de marketing territorial : une lecture des parties prenantes ," Post-Print hal-02177433, HAL.
    10. Audrey Bonnemaizon & Wided Batat, 2011. "How competent are consumers? The case of the energy sector in Francei," Post-Print hal-01135360, HAL.
    11. Nathalie Audigier & Marie-Agnès de Gail & Luc Derien, 2016. "Optimize the assessment of client online [Optimizar la evaluación del cliente en línea]," Post-Print hal-01570906, HAL.
    12. Corinne Rochette & Cédrine Zumbo-Lebrument, 2017. "La co-construction d'une démarche de marketing territorial : une lecture des parties prenantes d'une marque partagée," Post-Print hal-02328069, HAL.

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