| Abstract |
After 2007's economic crisis, the old consumption model was put to an end, and a new collaborative open innovation model appeared, ruled by value adding actions and prosumption. Traditional marketing principles shifted towards prosumer focus and consumer involvement, causing companies and especially managers to rethink their marketing principles and to adopt efficient marketing tools. As the Internet's original peer-to-peer nature was reinvented, prosumer features reappeared in a marketplace with a participation urge never seen before. In the context of this changing society and this new market orientation, the need of a multiperspective approach, an integrated knowledge community creation and an imminent change in managerial nature has emerged. Therefore, innovation became a critical success factor for sustainable companies. The intelligent and creative organizations are building new open innovation strategies in collaboration with external partners. This allows greater freedom for the movement of ideas and a faster product innovation, and because of the creative collaboration tendency of the prosumers, which is supposed to spread in the virtual world, companies are already able to co-create products or services together with their own clients, in a time saving manner, with a good administration of goods and costs. Taking over the world trend, organizations need to improve software tools for new marketing purposes therefore responding properly to market needs is a must of our era. If this continuous development strategy is not implemented, inflexible companies are not going to reach business performance. The present article reviews the prosumer revolution and its impact on marketing management, suggesting efficient solutions for the traditional closed innovation model and today's software tools. Innovation managers need to understand the new consumer role and address new audiences through communication tools. Given the fact that marketing automation is unavoidable several approaches used in software development are suitable and can be used by companies to develop also other types of products. The customer will be more involved in the product development process leading to an increased customer satisfaction. |
