The paradox of personalisation
DOI link for The paradox of personalisation
The paradox of personalisation book
What does all of this have to do with personalisation? Was not personalisation a consumer discourse rather than a producer discourse? Was not personalisation something of a piece with individualisation, and not with social arrangements? To speak, therefore, of personalisation and collaboration as somehow complementary seems to be paradoxical at best and contradictory at worst. It has been argued in Chapter 6 that there are indications of a confl ation of production and consumption, of producer and consumer, such that the combined endeavour of both can accomplish a co-production of a product or service. The term ‘prosumer’ was proffered as an attempt to conceptualise this entity. But let us say that the consumer’s need is unable to be met by the existing confi guration of providers. Let us say also that the professionals or providers are located within different departments within the organisation, or perhaps even across different organisations. In these cases, there are organisational boundary demarcations which will need to be rendered porous so as to allow the providers to collaborate – to become collective practitioners, so to say – in order to meet the consumer’s needs. There will need to be intra-organisational collaborations, and/or inter-organisational
collaborations. What had begun as a personalised consumer need thereafter may require collaboration among the providers.