CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE

The objective of this article is to clarify, through a literature review, another trend practiced by many companies through which they produce their products and services. It is mainly the delegation of power to consumers to participate in the creation of business offers according to their expectati...

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Auteurs principaux:	ABDELLATIF CHAKOR, BELHARAR OUAFAE
Format:	article
Langue:	EN FR
Publié:	Université Mohammed V de Rabat 2020
Sujets:	: empowerment competence co-creation value Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5
Accès en ligne:	https://doi.org/10.48376/IMIST.PRSM/remarem-v12i2.22081 https://doaj.org/article/e32fed2bb8e6452ea95f9ec53d2a458b
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spelling	oai:doaj.org-article:e32fed2bb8e6452ea95f9ec53d2a458b2021-11-22T10:58:07Z CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUEhttps://doi.org/10.48376/IMIST.PRSM/remarem-v12i2.220812028-51752458-665Xhttps://doaj.org/article/e32fed2bb8e6452ea95f9ec53d2a458b2020-12-01T00:00:00Zhttps://revues.imist.ma/index.php/REMAREM/article/view/22081/11871https://doaj.org/toc/2028-5175https://doaj.org/toc/2458-665XThe objective of this article is to clarify, through a literature review, another trend practiced by many companies through which they produce their products and services. It is mainly the delegation of power to consumers to participate in the creation of business offers according to their expectations. This new trend manifests itself by the use of empowerment strategies (Denegri-Knott et al. 2006) that are recently adopted by a set of companies in their value co-creation approach. With the evolution of new digital technologies, the passive consumer of the 80s has become a consum'actor (Badot and Cova, 1992), in other words, an active consumer, actor of his own consumption and his own choices. This fact leads the companies of nowadays to delegate a set of tasks, due to the opportunities offered by new digital technologies in order to benefit from the skills of consumers to co-create together products according to their expectations. While involving the consumer in their process of value creation, who's the cardinal purpose is to defend a new marketing orientation that asserts that the customer is not only an individual with needs to be satisfied, but also an agent acting with skills that can co-create value and/or experience (Prahalad and Ramaswamy, 2004) according to the new SDL logic (vargo and luch 2004)ABDELLATIF CHAKORBELHARAR OUAFAEUniversité Mohammed V de Rabatarticle: empowermentcompetenceco-creationvalueManagement. Industrial managementHD28-70Marketing. Distribution of productsHF5410-5417.5ENFRRevue Marocaine de Recherche en Management et Marketing, Vol 12, Iss 2, Pp 1-17 (2020)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	: empowerment competence co-creation value Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5
spellingShingle	: empowerment competence co-creation value Management. Industrial management HD28-70 Marketing. Distribution of products HF5410-5417.5 ABDELLATIF CHAKOR BELHARAR OUAFAE CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE
description	The objective of this article is to clarify, through a literature review, another trend practiced by many companies through which they produce their products and services. It is mainly the delegation of power to consumers to participate in the creation of business offers according to their expectations. This new trend manifests itself by the use of empowerment strategies (Denegri-Knott et al. 2006) that are recently adopted by a set of companies in their value co-creation approach. With the evolution of new digital technologies, the passive consumer of the 80s has become a consum'actor (Badot and Cova, 1992), in other words, an active consumer, actor of his own consumption and his own choices. This fact leads the companies of nowadays to delegate a set of tasks, due to the opportunities offered by new digital technologies in order to benefit from the skills of consumers to co-create together products according to their expectations. While involving the consumer in their process of value creation, who's the cardinal purpose is to defend a new marketing orientation that asserts that the customer is not only an individual with needs to be satisfied, but also an agent acting with skills that can co-create value and/or experience (Prahalad and Ramaswamy, 2004) according to the new SDL logic (vargo and luch 2004)
format	article
author	ABDELLATIF CHAKOR BELHARAR OUAFAE
author_facet	ABDELLATIF CHAKOR BELHARAR OUAFAE
author_sort	ABDELLATIF CHAKOR
title	CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE
title_short	CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE
title_full	CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE
title_fullStr	CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE
title_full_unstemmed	CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE
title_sort	consumer empowerment: a source of co-creation of value
publisher	Université Mohammed V de Rabat
publishDate	2020
url	https://doi.org/10.48376/IMIST.PRSM/remarem-v12i2.22081 https://doaj.org/article/e32fed2bb8e6452ea95f9ec53d2a458b
work_keys_str_mv	AT abdellatifchakor consumerempowermentasourceofcocreationofvalue AT belhararouafae consumerempowermentasourceofcocreationofvalue
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CONSUMER EMPOWERMENT: A SOURCE OF CO-CREATION OF VALUE

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