Types of consumer engagement models in the collaborative economy

The article analyzes the main characteristics of colaboration economy based on network technologies and multilateral platforms. Consumers become the value co-creators by participating in the design and development of new products. To maintain multilateral collaboration needs new mechanisms of cooperation between customers, partners and suppliers in the value network, including a coo petition mechanism. They allow customers and end-users to control the ratio between the price and the user experience, allowing them to create a certain configuration of the value chain that will meet their needs, preferences and context. The author proposes a typology of consumer engagement models, highlighting six basic: co-creation workshops, crowdsourcing open innovation platform, mass customization, content generated by the user, insight-communities.