When customers get clever: Managerial approaches to dealing with creative consumers
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...
Paper Details
Title
When customers get clever: Managerial approaches to dealing with creative consumers
Published Date
Jan 1, 2007
Journal
Volume
50
Issue
1
Pages
39 - 47
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