Prosumers as Co-Creators of Value in the E-Business
Prosumers as Co-Creators of Value in the E-Business
Author(s): Nataliya ChukhraySubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Społeczna Akademia Nauk
Keywords: prosumer; co-creators of value; e-business; prosuming-marketing; marketing research methodology; marketing activities in Internet
Summary/Abstract: The article deals with the princilples of a theory of prosumption and Prosuming-Marketing. Systematization of classification features of prosumers division are mage, prosumers functions and appropriate forms of cooperation of producers and suppliers with them are developed. The conditions of e- business functioning in Ukraine and analizing the changing role of customers in value creation are given. The authors conducted a survey of Ukrainian students and university staff to identified their attitude to providing marketing activities in Internet and the level of their Prosuming-Marketing.
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 16/2015
- Issue No: 9.2
- Page Range: 115-132
- Page Count: 18
- Language: English