This article summarises “The consumer production journey: Marketing to consumers as co-producers in the sharing economy” by Benedict G. C. Dellaert, Journal of the Academy of Marketing Science (2019) Volume 47, pp. 238–254.
Digital technology is empowering consumers, putting them in charge of how they search, purchase, experience, and evaluate products. Artificial intelligence, robotization, and 3D printing will enhance consumers’ capabilities still further in coming years, not only to better fulfill their own consumption needs but to produce new value for other consumers. Companies need to rethink their role in the marketing value creation process, and define new...