| Popis: |
In his 1980 book The Third Wave, Alvin Toffler introduced the concept of the ‘prosumer.’ The portmanteau word describes the increasingly com- mon fusion of consumer and production roles in advanced industrial societies. Whereas the traditional forms of agricultural and industrial production dictate a strict division between those who produce and those who consume, in advanced service-based economies (Vargo and Lusch, 2004), consumers often consume goods and services that they themselves produced in whole or in part. The notion is often related to the do-it-yourself culture or the ‘invisible economy/ and it covers a vast array of activities ranging from furniture assembly, to blood pressure self-monitoring, to participation in self-help groups. |
