The 4 Different States of Consumer-Platform Relationships
- Ad-Hoc: consumer crowdsourcing and crowd-sending intensity is limited and interactions are focused on the brand's core product
- Capitalizing: intense consumer crowdsourcing while integrating value creation
- Catalyzing: intense consumer crowd-sending with the implication that consumers are integrated in the value creation process
- Nurturing: consumers engage in intense crowdsourcing and crowd-sending
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Flagship platforms shift the market focus from products to entire category spaces, require measurements that extend beyond brand performance to interaction quality, and demand new resources and skills that enable the ongoing orchestration of interactions and relationships.
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