One important aspect in the service-dominant logic concept in marketing is the role of customers as co-creators of value. For consumers this role typically involves producing goods and services for own consumption, i.e. what Toffler referred to as "prosumption" which is an acronym for the combined activities of PROduction and prosumption. The present article explores the phenomenon of people's prosumption behaviour. The historical development of prosumption is discussed and an overview of literature that addresses prosumption-like phenomena is provided. Theoretical, empirical and managerial challenges are discussed.
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