When customers get clever: Managerial approaches to dealing with creative consumers

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 m...

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Veröffentlicht in:	Business horizons 2007, Vol.50 (1), p.39-47
Hauptverfasser:	Berthon, Pierre R., Pitt, Leyland F., McCarthy, Ian, Kates, Steven M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Business models Consumer behavior Creative customers Diagnostics Firm stance Strategic management Strategic response Studies Value added
Online-Zugang:	Volltext
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