The Prosumer as an Innovator of Financial Products and Services
Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2017, Vol 73, Issue 2
Abstract
A key challenge that 21st century businesses seem to be facing is that of embracing and making the most of emergent new business models. One such model is known as prosumption and seeks to engage customers in sharing knowledge that can be exploited to support a business. The paper aims to identify practices whereby customers share their experience of financial products and services. The paper is broken down into four sections. The first part presents the theory behind prosumption and briefly describes the characteristics of financial products from the perspective of knowledge that customers can contribute. The second section outlines the research method used. The following part delivers the research findings – studies of cases where knowledge of financial products and services is shared by customers. The paper is concluded with recommendations for business companies. In addition, the limitations of the author’s research are indicated, and strands for further research on the business uses of prosumption are delineated.
Authors and Affiliations
Monika Eisenbardt
Keywords
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