Making a face: Graphical illustrations of managerial stances toward customer creativity

Colin Campbell, Pierre Berthon, Leyland Frederick Pitt, Ian P McCarthy, Kirk Plangger

Research output: Contribution to journalArticleResearchpeer-review

1 Citation (Scopus)


Creative consumers - consumers who adapt, modify or transform a proprietary offering - represent an intriguing paradox for business. On the one hand they can be a black hole for future revenue, with breach of copyright and intellectual property, while on the other hand they represent a gold mine of ideas and business opportunities. This problem is central to business - business needs to both create and capture value; the problem is that creative consumers demand a shift in the mindsets and business models of how firms both create and capture value. We develop a typology of firms stances to creative consumers based upon their attitude and action towards customer innovation. We then consider the implications of the stances model for corporate strategy, and examine a three-step approach to dealing with creative consumers, namely, awareness, analysis and response.
Original languageEnglish
Pages (from-to)9 - 15
Number of pages7
JournalAustralasian Marketing Journal
Issue number1
Publication statusPublished - 2012

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