Prosumers as Co-creators of Value in the E-business

• Autorzy: Nataliya Chukhray
• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

Słowa kluczowe

EN

Consumer; Marketing research; e-business; e-marketing; Prosumer

PL

Konsument; Badania marketingowe; Biznes elektroniczny; Marketing internetowy; Prosument

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2015
• Numer: t. 16, z. 9, cz. 2 Agile-Commerce - zarządzanie w erze cyfrowej
• Strony: 115--132

Twórcy

autor

Nataliya Chukhray

• Społeczna Akademia Nauk

Bibliografia

• Analysis of the Internet audience in Ukraine. Research results: November 2013 (01.04.14): project data Opinion Software Media кoмпанiї InMind. - http://www.inau. org.ua/ 252.3286.0.0.1.0.phtml.
• Brzustewicz, Pawel (2014). Marketing 3.0: A new approach to create value (pol. Marketing 3.0: - nowe podejście do tworzenia wartości), Marketing i Rynek, PWE, (2). - pp.2-8.
• Czuchraj, Natalia. (2009). Zaangażowanie konsumentów w procesie kreowania nowych produktów. Badania a niepewność rezultatów // Niepewność i zaufanie a zachowania nabywców. Red. naukowa Lechosław Garbarski, Jolanta Tkaczyk. - Warszawa. - pp.530-540.
• Rethinking Marketing: Developing a New Understanding of Markets (2004), Håkan Håkansson (Editor), Debbie Harrison (Editor), Alexandra Waluszewski (Editor).
• Kotler, Philip. (1986). Prosumers: A New Type of Customer. Futurist(September-October), 24-28.
• Kotler, Philip. (1986). The Prosumer Movement. A New Challenge for Marketers. Advances in Consumer Research, 13, 510-513.
• Kotler Philip, Kartajaya Hermawan, Setiawan Iwan, (2010). Marketing 3.0: From Products to Customers to the Human Spirit, Wiley.
• Lui, K.M. and Chan, K.C.C. (2008) Software Development Rhythms: Harmonizing Agile Practices for Synergy, John Wiley and Sons.
• McLuhan, H. Marshall, with Nevitt, Barrington. (1972). Take today: The executive as dropout. New York: Harcourt, Brace, Jovanovich.
• Michel, Stefan (1997). Prosuming-Marketing. Konzeption und Anwendung. Bern; Stuttgart;Wien: Haupt.
• Nowacki, Filip (2014). Marketing 4.0 - the new concept facing transformation of the modern consumer (pol. Marketing 4.0 - nowa koncepcja w obliczu przemian współczesnego konsumenta). Marketing i Rynek, PWE, (6). - pp.11-19.
• Reveguk, Yu (2009). Effective marketing research // Marketing Research in Ukraine. (1). -pp.45.
• Ritzer, G. & Jurgenson, N., 2010. Production, Consumption, Prosumption. Journal of Consumer Culture, 10(1), pp. 13 -36.
• Tapscott Don, Williams Anthony D. (2010). Wikinomics: How Mass Collaboration Changes Everything,. Expanded Edition.
• The number of regular Internet users in Ukraine has increased to 15 million people.- http://economics.unian.net/ukr/detail/145194.
• Toffler, Alvin. (1980). The third wave: The classic study of tomorrow. New York, NY: Bantam.
• Xie, Chunyan, & Bagozzi, Richard P. (2008). Trying to Prosume: Toward a Theory of Consumers as Co-Creators of Value. Journal of the Academy of Marketing Science, 36(1), 109-122.