The Challenges of the Prosumer as Entrepreneur in IT

The aim of this chapter is to put into value the importance of the prosumer as an entrepreneur in the IT domain, taking into account that an active and creative user has an important role in increasing the added value of the business. The value, recognition, and cooperation should be placed on prosumer as a strategic factor of the organisation. The transformation of the prosumer in an IT entrepreneur is generated by his/her personal accountability and by the rampant development of the IT. The Internet plays an important role in the prosumer's life from two perspectives. Firstly, it provides the needed tools for co-creation; secondly, it motivates the prosumer to become co-creative in order to comply with their own needs.