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La confusion des rôles de consommateur et de producteur dans les communautés de marque : Quelles conséquences pour les employés et les clients ?

Author

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  • Pascale Ezan

    (Pôle Jeunes et Pratique Responsable - Rouen Business School - Rouen Business School)

Abstract

La frontière consommateur-producteur s'estompe dans les communautés de marque. La passion partagée constitue, en effet, un élément fédérateur qui permet au personnel en contact et aux clients de se rencontrer et de développer des actions conjointes. Cet article examine les conséquences positives et négatives de ce brouillage pour l'entreprise en s'appuyant sur l'analyse de la communauté de marque Warhammer. Il met notamment l'accent sur le risque de double exploitation du personnel comme des clients et sur ses conséquences négatives. Il propose un ensemble de voies de recours pour anticiper ce risque dans les communautés de marque.

Suggested Citation

  • Pascale Ezan, 2008. "La confusion des rôles de consommateur et de producteur dans les communautés de marque : Quelles conséquences pour les employés et les clients ?," Post-Print hal-00565476, HAL.
    • Handle: RePEc:hal:journl:hal-00565476
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