Łukasz Gajewski
Prosumption. The practices of consumer innovativeness

In the XXI century creating innovation only by internal research-development activity of an enterprise becomes less effective. The whole process takes too much time while its effects often do not suit consumers' needs best. A new approach aims at including in this process enterprise's surrounding with particular emphasis on consumers. They exactly know what they need and are capable not only of revealing it but also of constructing it on their own. Numerous examples show that the role of an enterprise becomes to be limited only to production phase and product distribution, since the remaining functions are being overtaken by the consumers. The aim of the present article is to explain the term "prosumption" and to present how it influences the improvement of enterprise's functioning with particular regard to improvement of its innovativeness.