The Creative Consumer – Myth or Reality?

The idea of customer co-creation has been accelerated in recent years by `mass customisation’ made possible through the internet.

The Creative Consumer – Myth or Reality?

Dr Julia WolnyLondon College of Fashion, University of the Arts London


The times of consumers buying pre-produced products and services are on the wane. We are facing a reality where consumers can affect our well-laid marketing plans and product development policies. For the moment the process of involving consumers in co-creation is still time-consuming and cumbersome, meaning that mainly enthusiasts and people with unusual needs are utilising it. Yet it has already changed the predominant Internet-based business models.Individualising the consumer experience (initially called mass customisation) is a concept that has...

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