O paradoxo da auto-prestação na era da abundância

Abstract

We live in an era overflowing with stimuli. The increased production capacity of large-scale organizations resulting from technological advances, coupled with open borders, give us a dimension of diversity and abundance of consumer goods unknown in other times. Contrary to what has been happening throughout the history of human life, today, the available supply of goods and services, in general, far exceeds the demand. In the current environment, where companies do not differ by production capacity and compete at a global level, it is expected that the choice of one over another is assumed by the sovereign consumer. This option, enhanced by the combination of technological innovations in information and communication, allows consumers to access more information on the companies, their goods and services, as well as comparing and sharing that information with other consumers. The media and the technological tools available, not only allow the consumer access to more information, contributing to become more critical and selective in his final decision, but also grant him new forms of involvement in the design and delivery of goods and services. In proportion to the means and tools the consumer now has, we witness the transfer of functions in the provision and production of services and goods he consumes. This phenomenon points towards a reconfiguration of the understanding of consumer sovereignty. Where he ceases to be understood solely as a passive recipient of a wide supply of goods and services, to be considered part of the production system by organizations. The role of “client king”, in the sense that the consumer passively expected to be served with excellence of care and quality of goods and services, becomes significantly different with the convergence of the roles of consumer and provider in the same person, either by his own initiative or by the companies influence. The consumer no longer recognizes the traditional boundaries imposed by being the passive recipient of the offer. He wants to take control, to participate in the processes and, by himself, add value and contribute to the meaning of this offer.

Date of Award	Sept 2011
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)