Abstract
Generation Y are the first generation to fully put the process of `prosumption' into practice. Individuals are proactively seeking to generate and share creative outputs as a result of their online activities, and this produces a set of fundamental questions for business librarians, information management specialists and consultants: does our profession adhere to a logic of service- delivery, which is rapidly becoming obsolete in the context of service- innovation. Suggestions for how information specialists (called librarian 2.0 in this article) can participate in the creation of value for users are offered.
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