NEW APPROACHES TO THE ROLE OF CONSUMER AND CONSUMPTION IN THE CHANGING MARKETPLACE: CO-PRODUCTION AND CO-CREATION

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Market structures and practices of market actors has been evolving considerably at the beginning of 12st century. Salient involvement of consumers in business processes has given rise to the recognition of the role of consumers as prosumers/co-producers. Still, co-production of consumers together with other market actors is not solely related to business processes. Through consumption, they, as co-creaters, also construct identities, images, meanings, value and experiences. The first part of this paper investigates the discursive view of modern marketing paradigm on producer, consumer and consumption. Then, co-production theories, that expand this discursive view, and co-creation theories, that criticize foundations of this discourse and reconsider consumers’ role as actors in the marketplace, are explained.

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consumption , consumer , actor , co , production , prosumer , co , producer , co , creation , co , creator

Ege Strategic Research Journal

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Ege Strategic Research Journal