Authors: Johan Kask; Vojtech Klézl
Prosumerism has not yet been discussed and linked to effects on the business network. Facing different forms of prosumerism and with little attention to the embedded contexts, managers and researchers have a limited understanding of prosumerism. In this paper, we compare three case studies which represent different shades of prosumption and prosumer-to-business interaction in network embedded contexts, and discuss implications for managers and research. The paper contributes to the business-to-business interaction approach, exploring and discussing effects and characteristics of prosumption within business networks, and providing a means for understanding the connectedness of prosumer-to-business interaction in business networks.
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