Client " exécutant ", " assistant marketing ", " relais " ou " apporteur de solutions " : quel rôle veulent nous faire endosser les enseignes ?

Since a long time, companies have tried to involve the consumer in the production of service. These approaches are highly increasing and advocate a new view of consumers, not as passive receptacles for offerings but as true market partners. This participation is a relatively recent area of research, both in marketing and sociology of consumption, but it seems, however, important to re-articulate the various theoretical fields in order to better understand the mechanisms set up by companies and interest that customers can withdraw. This research shows four figures of the consumer: the worker customer, the marketing assistant, the relay and the provider of solutions. It specifies its role in creating the expected service.