%0 Journal Article %J Open Source Business Resource %D 2009 %T Ways of Engaging Consumers in Co-production %A Michael Etgar %X As co-production becomes an important engagement for many consumers-suppliers situations, the issue of how to encourage consumers to engage in co-production becomes an important question. Marketers need to recognize that co-production is not an automatic consumer situation but a conscious decision by consumers to engage in such activities. This article presents several factors which may enhance the ability of consumers to engage in co-production. To engage consumers, marketers have to ensure that they offer those products and services that can be individually adjusted and modified, and to present them to consumers who have a higher propensity to engage in co-production activities. In order for consumers to agree to such endeavours, marketers must find what kind of benefits targeted consumers seek in such activities. Those usually encompass economic, psychological and social needs. Then, they have to offer them packages which can fulfill such needs. %B Open Source Business Resource %I Talent First Network %C Ottawa %8 12/2009 %G eng %U http://timreview.ca/article/307 %N December 2009 %9 Articles %1 School of Business Administration in the College of Management Academic Studies Michael Etgar is a professor at the School of Business Administration in the College of Management Academic Studies, Israel. He currently serves as the Academic Director of the Supply Channels Management Program in the School. Professor Etgar earned his Ph.D in Marketing at UC Berkeley and has taught in NYU, University of Northern Florida and at SUNY Buffalo. He has written over 50 articles in marketing, two books, and numerous chapters in several books. He has consulted to several large scale Israeli companies, to government agencies and to several international organizations. Currently he is engaged in several research projects about international retailing, co-production, application of new technologies for marketing management and service quality.