Prosumer and Prosumption

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  • The term prosumer derived from the combination of the words producer and consumer. Alvin Toffler described this new term as the people who produce goods and services for their own consumption. Therefore, prosumption is the process in which prosumers produce their own goods and services. Some authors describe this concept as the combination of the producer and the consumer roles to diminish the role of the corporate producer, whereas others emphasize that they are the coproducers of the services. However, some sources in the literature define it as the combination of the words professional and consumer, describing prosumers as professional consumers demanding developed or high-performance services.

    Prosumption is an important milestone with regard to the service-dominant logic in marketing. This is based on the idea that, in this era, economic change is shaped by services, not only by ...

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