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Zoom sur l'autoproduction du consommateur

Author

Listed:
  • Bernard Cova

    (Euromed Marseille - École de management - Association Euromed Management - Marseille, Bocconi University [Milan, Italy])

  • Pascale Ezan

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Gregorio Fuschillo

    (Association Euromed Management - Marseille)

Abstract

There are nowadays numerous terms used to indicate the active role played by the consumer: co-production, co-creation, collaboration, participation etc. This plethora of terms does not make conceptualization of the consumer's role and qualifying of his actions any easier. Conversely to these all-encompassing attempts, we propose here to zoom in on consumer's self-production. To do so, we study exemplary cases which enable us to generate two new categories of self production. The resulting categorization underlines the dynamics and polymorphic nature of the consumer's active role in relation to the firm.

Suggested Citation

  • Bernard Cova & Pascale Ezan & Gregorio Fuschillo, 2013. "Zoom sur l'autoproduction du consommateur," Post-Print hal-02180683, HAL.
    • Handle: RePEc:hal:journl:hal-02180683
    DOI: 10.3166/RFG.234.115-133
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