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1. 1. Who is the Active Consumer? : Insight into Contemporary Innovation and Marketing Practices

   Författare :Oscar Persson Ridell; Jukka Hohenthal; Leon Caesarius; Enrico Baraldi; Uppsala universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Cocreation; Practice; Knowledge; Toolkits; Value; Value proposition; Business Studies; Företagsekonomi;

   Sammanfattning : There are consumers who engage in innovation and who cocreate value together with other consumers, and with producers, in relation to products. This thesis has the purpose of exploring the nature of this ‘active consumer’ from a firm perspective, and thereby providing an answer to the thesis-level research question: ‘What are the implications of the active consumer on innovation and marketing practices?’ Four papers, drawing on research in the fields of consumer innovation and value cocreation, are presented that contain findings about the knowledge of the active consumer (Paper I), support (Paper II) and management (Paper III) of the active consumer, and challenges with the active consumer (Paper IV). LÄS MER