Possible question to present- can co-creation lead to exploitation as well opportunities? to Teslas project loveday campaign. 1st reading notes- social media is a hybrid element of the promotion mix traditional sense it enables companies to talk to their customers (they had more control, to shape company’s message) nontraditional sense it enables customers to talk directly to one another- (outside managers control and influence over dissemination of information). How can this power be harnessed for the benefit of the organization? This shift in the information control needle is dramatically influencing the way consumers receive and react to market information Methods for managers; Provide networking platforms- eg online communities- experiencing same interests with others, Toyota provides links to blogs of people journeying with the car Use blogs & other social media tools to engage consumers- eg feedback options Toyota does Use traditional and internet based promotional tools- P&G did a contest, online voting gives ownership to consumers Making customers well informed- P&G Ask julia page Be outrageous- burger king pranked customers Provide exclusivity- customers feel special Design products with talking points and consumers’ desired self images in mind Support causes important to customers & utilize power of stories Cova et al, 2011 Value creation definition: The production of value that takes place increasingly via the interaction between firm and consumer is the outcome of both collaborating in manufacturing products and services. ‘Customer made’ requires the strategic institutionalization of control over consumers and markets. However, such a form of control cannot be achieved through coercion because consumers are not paid employees. Rather, organizations must aim at providing managed and dynamic platforms for consumer practice, an ambience. Co-creation should be non-standardized, unique to each consumer, firms defended by commoditization & can charge premium prices as result Marxist view- exploitation of consumers because the producers of surplus labor value (the consumer in this scheme) are not compensated for their work and have to pay premium prices still. ‘Working consumer’ for capitalism (new co-creative capitalism) but it’s alienation free Web 2.0 is new means of co-production- introduces free labor Fordist style of labor Zwick- new form of governmentality, aims at investing consumer subjects with a sense of freedom and empowerment that enables them to participate in the capitalist project of value creation through their own exploitation Ethical value co-creation- eg CSR- social responsibilty Value in use- production, design is generating potential value, usage is real value Consumers can regain back control as they are true sources for the symbolic, cultural values for g+s+brands thus gain cultural authority Community value determines purchase not individual now Zwick et al, 2008 Today the customer is in charge and whoever is best at putting the customer in charge makes all the money. (Stephen F. Quinn, Senior Vice President for Marketing, Wal-Mart quoted in Elliott, 2006) Based on the cooperation with and among consumers, co-creation represents a dialogical model that no longer privileges the company’s vision of production and thus what constitutes, in the jargon of the marketing profession, ‘customer value’ Moreover, the task of satisfying and retaining customers – customer retention represents the holy grail of modern marketing – appears to be an uphill battle given a consumer’s changing needs and wants. Therefore,building relationships with customers becomes at once more important for ensuring continued profits, yet less likely to occur. Recently, marketers have developed new systems of representation whereby consumer identities are configured as a mutable, mobile, and evershifting terrain. The gainful navigation of this terrain requires marketing professionals to continuously improve modes of knowing and relating to consumers IKEA model of self-assembly of goods – one level of dependence in the system of production and exploitation (Hartman, 2007)) attempts to alter existing relations between labor and capital by establishing the ‘social factory’ that describes an avenue where ‘work processes have shifted from the factory to society From a Marxist perspective, therefore, co-creation also signifies the exploitation of consumers even if co-productive activities are engaged in voluntarily and, at times, with a significant degree of enjoyment. First, consumers are not generally paid for the know-how, enthusiasm, and social cooperation (what Marx called workers’ entire life) that they contribute to the manufacturing process of marketable commodities. Second, customers typically pay what the marketing profession calls a ‘price premium’ for the fruits of their own labor as the use value provided by co-created commodities is said to be higher A girl navigating a more or less complex menu to determine the exact look, shape, and personality of her new Teddy Bear – ends up increasing the price she has to pay for her creation
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