Der Kunde steht in der Produktion und legt beim Design seines neuen Freizeitschuhes abschließend noch selbst Hand an: Es ist der letzte Schritt eines langen Wertschöpfungsprozesses, bei dem der Konsument sich selbst gestaltend einbringt. Diese Szene um den viel zitierten „Prosumenten“ ist keine ferne Zukunftsvision. In der virtuellen Welt, wie Second Life, ist diese Interaktion zwischen Konsument und Produzent bereits Alltag. Diese neue Form der Interaktion verändert das Marketing und die Produktentwicklung in der körperlichen Welt. So fließt zum einen bei der Entwicklung der Produktpalette die Kreativität der Konsumenten ein. Zum anderen versucht das Marketing aus dem Verhalten des so
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