Individual ‘consumers’ through their consumption practices collectively co-create value together with ‘producers’. Individual consumers thus play distinct roles in the value creation process. Discuss how the creation of value is moved from goods centered to service centered logic. In order to do so you need to address the following: 1. Demonstrating the dynamic roles played by consumers in the value co-creation process; 2. Assessing the role, which the technology plays in the process of value co-creation 3. Illustrating how working consumers work among themselves in managing brand communities. 4. In order to be able to address this question, you need to provide relevant examples. 1) Essay plan, layout 2) Introduction 3) Relevance 4) Critical analysis and argument 5) Use of data/resources/research 6) Conclusion 7) Originality 8) Academic references Develop an ARGUMENT 1) Take a point of view. 2) Structure your argument. 3) Write an introduction and conclusion (see below). 4) Make sure that sections are related. 5) Develop skills of ARGUING critically and creatively. This means applying your material.