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Journals / EGE STRATEJİK ARAŞTIRMALAR DERGİSİ / 2015 / Cilt: 6 - Sayı: 2

NEW APPROACHES TO THE ROLE OF CONSUMER AND CONSUMPTION IN THE CHANGING MARKETPLACE: CO-PRODUCTION AND CO-CREATION

DEĞİŞEN PAZARYERİNDE TÜKETİCİ VE TÜKETİMİN ROLÜNE İLİŞKİN YENİ YAKLAŞIMLAR: ORTAK-ÜRETİM (CO-PRODUCTION) VE ORTAK-YARATMA (COCREATION)

Ayla DEDEOĞLU ÖZHAN
Pages
17–29
Publication Date
2022-10-12
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Then, co-production theories, that expand this discursive view, and co-creation theories, that criticize foundations of this discourse and reconsider consumers' role as actors in the marketplace, are explained

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Market structures and practices of market actors has been evolving considerably at the beginning of 12st century.
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Key Findings & Data:Salient involvement of consumers in business processes has given rise to the recognition of the role of consumers as prosumers/co-producers.
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Conclusion & Impact:Then, co-production theories, that expand this discursive view, and co-creation theories, that criticize foundations of this discourse and reconsider consumers' role as actors in the marketplace, are explained
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Market structures and practices of market actors has been evolving considerably at the beginning of 12st century. Salient involvement of consumers in business processes has given rise to the recognition of the role of consumers as prosumers/co-producers. Still, co-production of consumers together with other market actors is not solely related to business processes. Through consumption, they, as cocreaters, also construct identities, images, meanings, value and experiences. The first part of this paper investigates the discursive view of modern marketing paradigm on producer, consumer and consumption. Then, co-production theories, that expand this discursive view, and co-creation theories, that criticize foundations of this discourse and reconsider consumers' role as actors in the marketplace, are explained

Özet

21.yüzyıl başlarında pazar aktörlerinin pratikleri ve pazar yapıları önemli ölçüde değişmektedir. Tüketicinin çeşitli iş süreçlerine gözle görünür katılımı, tüketicinin üreten-tüketici (prosumer/coproducer) haline geldiği tespitleri ile sonuçlanmıştır. Bununla birlikte, tüketicinin diğer pazar aktörleri ile ortak-üretiminin sadece iş süreçlerinde olmadığı da açıktır. Ortak-yaratıcı (co-creator) olarak tüketici, aynı zamanda tüketim aracılığı ile pazaryerinde kimlik, imaj, anlam, değer ve deneyim üretmektedir. Bu çalışmada öncelikle modern pazarlama anlayışının üretici, tüketici ve tüketime söylemsel bakış açısı kısaca ele alınmaktadır. Arkasından bu söylemi genişleten ortak-üretim yaklaşımları ve bu söylemin temellerini sorgulayarak tüketicinin pazaryerindeki aktörlük rolünü yeniden tanımlayan ortak-yaratma (co-creation) yaklaşımları incelenmektedir

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Cite This Article

ÖZHAN, A. D. (2022). NEW APPROACHES TO THE ROLE OF CONSUMER AND CONSUMPTION IN THE CHANGING MARKETPLACE: CO-PRODUCTION AND CO-CREATION. EGE STRATEJİK ARAŞTIRMALAR DERGİSİ, Cilt: 6 - Sayı: 2, 17–29. https://ajindex.com/articles/495917

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