1. CONSUMER
PROSUMER
 By: Paul Berenguer

2.  “customers participate in the creation of
products in an active and ongoing way”
Source: http://mehdioa.wordpress.com/

3.  10 to 40% of consumers say they participate
in product creation/modification
 Need Driven
 Excitement Driven

4.  Free R&D
 Larger human capital

7.  Linden Labs creates only 1% of the game
 2300 hours of free development
 Rewards IP rights

8.  Loosing control?
 Cannibalism

10.  Hackers tapped into their software
 Faced with the decision to sue
 Created the “Right to Hack”

11.  Create a platform for creation
 Stay informed and up to date
 Offer rewards
 Treated as co-creators

12.  Fuller, Johann, Gregor Jawecki, and Hans Muhlbacher (2006),
„Innovation Creation by Online Basketball Communities.”
Journal of Business Research, 60(1), 60-71.
 Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau
(2008), „The Wisdom of Consumer Crowds: Collective Innovation
in the Age of Networked Marketing.” Journal of Macromerketing.
28(December). 339-354.
 Tapscott, Don and Williams, Anthony. (2006). „The Prosumer‟.
Wikinomics.
http://hlt.media.mit.edu/dfe_readings/TapscottChapter5.pdf
 Tapscott, Don and Williams, Anothony. „Wikinomics‟. (2006)
Executive Book Summaries.
http://cgis.hbg.psu.edu/articles/Wikinomics_Summary.pdf
 Quinion, Michael. (2012). „Prosumer‟. World Wide Words.
http://www.worldwidewords.org/turnsofphrase/tp-pro4.htm.