From Customer Centricity to an Everyone-to-Everyone Economy (E2E)

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From Customer Centricity to an Everyone-to-Everyone Economy (E2E)
Anneke Zwart, Student (University), Netherlands, Moderator
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 sha...Sign up


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