In my endnote of this subject, I note that offline do-it yourselfers are well known. Alvin Toffler called them "prsumers" to empahsize the combination of roles of "producer" and "consumer".
Kim and Maubourgne's HBR article disucessed how thiese new user-producers transformed the value chain and business models of companies as diverse as IKEA and iMAX theathres.
Try a few thought experiments and value-chain mappings in your research notebook:
1. Draw a value chain for IKEA and for a traditional furniture retailer. What vaue chain roles does the consumer take over from the traditional furniture retailer? How does that change IKEA's business model and cost structure. How does that relate to customer experience, engagement and economic "switching cost"? But ine the end, who designs the furniture? What is the "collective user value" and how is it captured at IKEA? Which curve is IKEA likely to be following in Figure 1-9 p.33?
2. How does drawing a value chain and looking carefully at the roles, responsibilities of consumers/users in the value chain help you make generatlizations about offline and online business models?
3. Is being an "assembler" and self-delivery prosumer as valuable or highly rewarded as being a "designer" or "orchestrator" in the furniture and interior design business?
4. what's different about "collective user value" compared to individual "prosumer" value?