A Proposal for a Standard With Innovation Management System

Monica Izvercianu and Sabina Şeran
a wide range of needs. They can have access to free Internet callings through bandwidth usage in a
network of collaborators or they can simultaneous collaborate on a wiki page, or design their
products, manage their business and so forth. If we have a starting company in this strategy, its gains
are: global recognition today and a future opportunity to make profit in a creative manner, without
restricting co-creation power and user’s benefits.
4. Conclusions
The present research proposes a theoretical solution and a starting point for developing new
marketing strategies for the problems occurring in our shifting society due to lack of consumer
knowledge. Companies don’t develop a fruitful relationship with their customers because they do not
know their specific generation characteristics and they don’t possess the tool to respond effectively to
their needs. The consumer role has changed and marketing strategies became unsuitable for the
masses. The emerging prosumer represents a revolution in consumer behaviour, a change that will
make the difference between flexible and innovative companies that have a sustainable management
style and the limited, unchangeable organizations which will eventually be rejected by the market.
After a short description of prosumer characteristics and a clarification of his undertaken activities,
companies will find it easier to address and involve him in their operations. By answering to some
clear and helpful questions, a manager could easily understand the strategy that best suits his
company and objectives. The Prosumer Creativity and Focus Paradigm was built for an intrinsic
analysis of a company. The examples for each strategy have the purpose of showing the prosumer’s
innovative potential in today’s businesses, whether developed in the real or the virtual world, and a
profound understanding of how some smart companies faced the new market changes.
Future research will focus on developing specific procedures for each strategy from the Prosumer
Creativity and Focus Paradigm that companies need to adopt for a successful marketing campaign.
From the four prosumer characteristics new and detailed prosumer types are to be listed and
discussed, based on certain indicators from the real and the virtual world.
Acknowledgements
This work was partially supported by the strategic grant POSDRU 107/1.5/S/77265, inside POSDRU
Romania 2007-2013 co-financed by the European Social Fund – Investing in People
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