Regards sur la co-production du client : comment les entreprises nous font-elles participer ?

Consumer participation in the different steps of products or services' production process is developing following many directions, from the most ordinary to the most creative ones. In this context, the present paper tries to clarify the definition of consumer participation and proposes a typology of consumer participation practices based on two dimensions: consumer resources needed and motivations. This matrix offers a framework for managers to analyze their current and future devices, as well as those of their competitors, through the prism of the role assigned to the customer. Finally, implications and guidelines are addressed to firms willing to develop the participatory dimension of their customer relationship management.