A descriptive model of the consumer co-production process

Journal of the Academy of Marketing Science · 2008 · Volume 36 · Issue 1

Abstract

PurposeThis article presents a model of consumer engagement in co-production.MethodA theoretical paper which develops a five-stage dynamic model of consumer involvement in co-production.Results and ConclusionsThe article discusses the basic linkages between co-production and customization and presents co-production as a dynamic process which is composed of five distinct stages. It also specifies five distinct phases of the production activity chain where consumers can become involved in co-production. The model offers researchers an analytical framework conducive for more advanced studies of the phenomenon from both descriptive and analytical points of view. Managers can use it to segment consumers according to their tendencies to engage in co-production and suggests bases for developing corresponding offers of co-production possibilities which focus on diverse consumer benefits.

Keywords

Co-production, Co-creation, Customization, Risk reduction, Activity chains

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