Edited by Craig C. Julian, Zafar U. Ahmed and Junqian Xu
Chapter 9: The consumer's role in globalization and management innovation
Meng Tao, Dong Dahai and Zhang Yuan
Futurist Toffler predicted that human civilization would march toward 'individualized civilization of reuniting producers and consumers'. This prediction should become a reality. In the era of the network economy and the knowledge economy, consumers already have unprecedented knowledge and skills, therefore their demands, roles and rights of custom is changing with the boundary between producers and consumers becoming more and more blurred. As a result, the 'prosumer' is creating individualized products to suit their demands. However, there are only a few studies about the prosumer. As such, the questions that drive this study are as follows: _ How has the prosumer emerged? _ What is its driving force? _ What changes have occurred in the consumer's role? _ How to utilize prosumers' intelligence and give some suggestion to companies?
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