The Use of Creativity and Intellectual Capital of Consumers in Modern Enterprises
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Published:
Jul 29, 2019
Keywords:
consumer behavior, co-creation, business model, prosumer
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Abstract
Due to the development of technology clients have almost a limitless possibility of becoming creative individuals who, both independently and in a group, are willing to share their creativity, knowledge and skills. Enterprises are increasingly and more consciously reaching for this potential. The article discusses the phenomenon of co-creation of products and services with consumers, possible forms of using intellectual capital of consumers in companies and the awareness of these trends among Polish managers based on the research carried out by the author.
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How to Cite
Łaszkiewicz, A. (2019). The Use of Creativity and Intellectual Capital of Consumers in Modern Enterprises. Journal of Management and Financial Sciences, (31), 27–35. https://doi.org/10.33119/JMFS.2018.31.2
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References
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2. Cook, S., 2008. The Contribution Revolution, Letting Volunteers Build Your Business. HBR, October.
3. Crandell, Ch., 2016. Customer Co-Creation Is the Secret Sauce to Success. Forbes, Jun 10.
4. DeFillippi, R. and Roser, T., 2014. Aligning the co-creation project portfolio with company strategy. Strategy & Leadership, vol. 42, no. 1.
5. Eiglier, P., Langeard, E., Lovelock, C. H., Bateson, J. E. G. and Young, R. F., 1977. Marketing Consumer Services: New Insights. Marketing Science Institute.
6. Kristensson, P., Gustafsson, A. and Archer, T., 2004. Harnessing the creative potential among users. Journal of Product Innovation Management, 21, pp. 4–14.
7. Łaszkiewicz, A., 2018. Współtworzenie wartości z konsumentami w środowisku wirtualnym, Łódź: Wydawnictwo Uniwersytetu Łódzkiego (in press).
8. McLuhan, M. and Nevitt, B., 1972. Take Today: The Executive as Dropout, NY: Harcourt Brace Jovanovich.
9. Nowodziński, P. and Tomski, P., 2014. Obecność przedsiębiorstw handlowych w mediach społecznościowych jako wyzwanie przyszłości. Marketing i Rynek, vol. 8.
10. Sweeney, J. C., 2007. Moving Towards the Service-Dominant Logic: A Comment. Australian Marketing Journal, vol. 15, no. 1.
11. Rossi, M. V. and Magni, D., 2017. Investigating Intellectual Capital Role in Value Co-Creation Firms’ Activities: An Exploratory Analysis. Proceedings of the European Conference on Intellectual Capital, January 1.
12. Toffler, A., 2001. Trzecia fala, Warszawa: Państwowy Instytut Wydawniczy.
13. Wójcik, J., 2009. Prosument – współczesny mit marketingowy. In: L. Garbarski and J. Tkaczyk, Eds. Kontrowersje wokół marketingu w Polsce. Warszawa: Wydawnictwa Akademickie i Profesjonalne.
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