- Prosuming, or when customers turn collaborators: coordination and motivation of customer contribution (2011)
- This article investigates the phenomenon of increasing integration of customers and users into the organizational creation of value, focusing primarily on the dissolving boundaries between production and consumption. Concepts such as "prosuming", the "working customer", "produsing" and "interactive value creation" have been used to describe this phenomenon. Within the framework of a research project at the Goethe-University Frankfurt/Main, this debate was investigated theoretically as well as empirically in three case studies. The research question is as follows: Why do customers participate in "new types of prosuming" or "interactive value creation" and how are these processes coordinated by the firms? The results show a considerable range of motives and forms of coordination: The customers’ primary motives to voluntarily assume tasks and activities were both intrinsic and extrinsic in nature. The organizational models identified range from strategies of rationalization to prosuming as a basic business model to the collaborative and interactive value creation between the company and the web-community.