Prosumerism of companies – opportunities and challenges in the consumers’ opinion

Abstract

Prosumerism refers to the practices and activities of companies aimed at including and involving consumers in the co-creation of value and market offerings. The involvement of consumers takes various forms, from encouraging consumers to share their opinions and knowledge, modify the market offering, adapt it to their needs, and participate in its creation. Companies, through such activities, respond to the expectations of consumers who are active and do not want to be just passive recipients of the market offering. The paper addresses the issue of prosumptionism of companies in the consumers’ evaluation. It presents the research results on the prosumptionism of companies – the benefits, opportunities and threats related to it, as well as consumers’ expectations regarding the activities of companies. Although prosumption and prosumerism have become more common and consumers are increasingly prosumers (even though they are often unaware of it), in addition to the perceived opportunities and benefits, problems or threats to companies are also apparent.