We now live for some time in a world with rapidly developing technologies, high interconnectedness and with easy access to information. Aiming to benefit from these developments, businesses often use customer-centric (CC) approaches. They are individual-oriented.
Marshall (2014) however, argues that businesses will change from this individual-centered approach towards an everyone-to-everyone (E2E) approach. What does this mean? An everyone-to-everyone economy is an economy in which customers and businesses are collaborating intensively across the whole range of value chain activities
. Instead of businesses themselves being preoccupied with design, creation, production, marketing, distribution and funding, these activities are performed in collaboration with consumers and various partners: co-designing, co-creation, co-production, etc. In other words, it is an integrated framework of customer and businesses collaboration to create value, and in which transparency shapes the eff (...) Read more? Sign up for free