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

Summary/Abstract: Prosumerism refers to the practices and activities of companies aimed at including and involvingconsumers in the co-creation of value and market offerings. The involvement of consumers takesvarious forms, from encouraging consumers to share their opinions and knowledge, modify themarket offering, adapt it to their needs, and participate in its creation. Companies, through suchactivities, respond to the expectations of consumers who are active and do not want to be just passiverecipients of the market offering. The paper addresses the issue of prosumptionism of companies inthe 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 theactivities of companies. Although prosumption and prosumerism have become more common andconsumers are increasingly prosumers (even though they are often unaware of it), in addition to theperceived opportunities and benefits, problems or threats to companies are also apparent.

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