Abstract
By utilizing IT, CRM makes relationship marketing feasible for different customers. The CRM technical architecture is continuously improved for efficient interactions with customers and customer behavior data collection. But customer data collection is not enough in an always changing global society. Market success is established according to innovative activities undertaken. Innovation possibilities are difficult to be discovered and applied by internal resources only. Therefore, companies are forced to work together with external partners, active consumers known as prosumers, for rapid added value and market knowledge. After proposing a new Prosumer-oriented Relationship Management (PoRM) for an open innovation value co-creation approach, the authors are now developing a general PoRM architecture for a corporate strategic advantage.
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