Managing the Creative Consumer Conundrum

Consumers who generate or transform proprietary offerings present a paradox. They can threaten intellectual property and revenue, but also serve as a source of valuable brand, product and business ideas. Thus, managing creative consumers demands shifts in the mindsets and business models involving how firms create and capture value. In this presentation, we define the concept of creative consumer, develop a typology of firms’ stances toward this phenomenon, and examine the steps involved in the approach and management of consumer creation. Our contributions are based on a study of marketing managers and their current handling of consumers in the content-creation space.


Pierre Berthon and Leyland Pitt (2008) ,"Managing the Creative Consumer Conundrum", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 209-212.


Pierre Berthon, Bentley College
Leyland Pitt, Simon Fraser University,Canada


NA - Advances in Consumer Research Volume 35 | 2008

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