When Customers Get Clever: Managerial Approaches to Dealing With Creative Consumers Harvard Case Solution & Analysis

Creative customers (defined as customers, adapt, modify, or transform their own proposals) represent an intriguing paradox for business. On the one hand, it could mean a black hole for future income, in violation of copyright and intellectual property. On the other hand, they are a storehouse of ideas and business opportunities. Central to the business is the need to create and capture value, and creative consumers demand a change in thinking and business models, as do the two firms. Based on their attitudes and actions towards the customer innovation, we develop a typology of the firm's position in creative consumers. We then examine the effects of the positions of corporate strategy and model to study a three-step approach to creative consumers. Awareness, analysis and response "Hide
by Pierre R. Burton, Leyland Pitt, Ian McCarthy, Steven M Kates Source: Business Horizons 9 pages. Publication Date: January 15, 2007. Prod. #: BH220-PDF-ENG

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