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The Ethical Economy of Customer Coproduction

University of Milan, Italy

In this article, the author argues that customer coproduction should be understood as an expression of a large-scale trend toward the increasing power and relevance of social production. Social production consists in the self-organized systems of (mostly immaterial) production that have evolved around the diffusion of networked information and communication technologies. An analysis of the genealogy of social production is shared; this includes tracing it to the process of re-mediation of social relations put in motion by the expansion of the capitalist economy into the fields of culture and consciousness and the concomitant socialization of production relations. The author then argues that social production, including customer coproduction, follows a very particular economic logic—that is, an ethical economy where value is related to social impact rather than monetary accumulation. A detailed analysis of the logic of this ethical economy is offered; it draws out some implications for the successful management of ever more customer-centric brands, whereby the consumers are directly involved in the processes that add value.

Key Words: customer co-production • brands • web 2.0 • social production • ethical economy

Journal of Macromarketing, Vol. 28, No. 4, 326-338 (2008)
DOI: 10.1177/0276146708326077


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