International Journal of
Information and Education Technology

Abstract

In an extremely competitive global market companies strive for supremacy. The goal is to differentiate from competitors and the key element for success is innovation. But how to innovate in an always changing environment? How to maintain market position with such demanding, price sensitive and informed customers? It seems almost impossible. But nothing is impossible when organizations are making use of their main competitive advantage, their intellectual capital, for transforming passive consumers into prosumers. Prosumers are creative individuals who have a predilection for engaging in activities concerning firms or institutions with which they have a relationship with. They are valuable assets if fully engaged with a company. Therefore, the authors argue that human capital can stay in touch through structural capital with consumers and develop a consumer capital – a relationship with them. If this activity is creative and engaging, a number of consumers can change and become prosumers, providing feedback, creative ideas and information for innovation. Alongside prosumers companies can co-create value which differentiates their offer from competition and establish a relationship of trust and involvement which determines consumer recommendations and influence in the market. The proposed interrelated system can be managed with the scope of transforming consumers into prosumers for innovation purposes.