BOTTOM-UP DESIGN: PROACTIVE CONSUMERS
Oltre i market deriven (teoricamente demand driven, ma è una demand indotta ..) ora è partecipated conceived product ..
► MARKETING .BOTTOM-UP VALUES – INTERCONNECTED (SOCIAL NETWORKED) PROACTIVE CONSUMERS
In the new dimension of disruptive innovation,
THE CUSTOMER AS A PASSIVE ELEMENT
(in which its intervention is limited to choosing existing products)
BECOMES A PRO-ACTIVE ELEMENT
(Connected Proactive Consumer).
The Crowd is the basic element of the Copernican Revolution in progress today: from a Market driven by the Company Managers (who do not have a perception of the real needs of people) we move to a “crowdsourcing” market (Customer Driven) in which: the Customer:
● participate in the development of the Product (Market strategies will be based on Participated Marketing°).
● personally manage the operational life of the product, among other things by modifying it to adapt it to new needs.
● organize themselves at Peer-to-Peer level to bring out the maximum Value-Utility of the product.
< see “Manifesto of Innovation II – New production methods: the Prosumer market and the Open factory” >
A fundamental point: the fact that the products (the Customer) are Social networked allows them to improve their lives by developing new practices (new ways of living, such as Smart Consumerism) [see Rule “collaborative products/ sharing”]
