Co-Conception and Entrepreneurial Strategies

Synonyms

BtoBtoU; Collaborative work; Co-innovation; Marketing

Co-conception will be defined here in the context of the recent evolution in entrepreneurial strategies that value creation in compatibility with sustainable development and that have also lead to important changes in relations with clients (B to B) and with customers (B to C). The place of the client (and customer) in the economic process has changed in the last 60 years, depending on the economic model that has been adopted in different countries. For instance, the Fordism social-economic model from the period of the Thirty Glorious Years imposed a simple transactional relation (Moati and Corcos 2009), with the client meeting the offer of the product exclusively on the market. The “service economy” (Tertre 2006), which developed in the 1970s, relies on the co-conception of the solution with the client in the earlier stages of the economic process, during the conception and the production either of a product, a service,...