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  1. 1. CONSUMERPROSUMER  By: Paul Berenguer
  2. 2.  “customers participate in the creation of products in an active and ongoing way” Source:
  3. 3.  10 to 40% of consumers say they participate in product creation/modification Need Driven Excitement Driven
  4. 4.  Free R&D Larger human capital
  5. 5.  Linden Labs creates only 1% of the game 2300 hours of free development Rewards IP rights
  6. 6.  Loosing control? Cannibalism
  7. 7.  Hackers tapped into their software Faced with the decision to sue Created the “Right to Hack”
  8. 8.  Create a platform for creation Stay informed and up to date Offer rewards Treated as co-creators
  9. 9.  Fuller, Johann, Gregor Jawecki, and Hans Muhlbacher (2006), „Innovation Creation by Online Basketball Communities.” Journal of Business Research, 60(1), 60-71. Kozinets, Robert V., Hemetsberger, Andrea and Hope Schau (2008), „The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing.” Journal of Macromerketing. 28(December). 339-354. Tapscott, Don and Williams, Anthony. (2006). „The Prosumer‟. Wikinomics. Tapscott, Don and Williams, Anothony. „Wikinomics‟. (2006) Executive Book Summaries. Quinion, Michael. (2012). „Prosumer‟. World Wide Words.