Abstract
Since its appearance in marketing literature in 1950s, marketing concept (MC) is hailed for its acclaimed frontier in corporate development though its renditions rarely cope with emerging stakeholders’ dynamics. MC associates with utopia, consumer movements and activism; hence, calls for alignment with demands of technology-mediation and its prisms of stakeholder concept and win-win accords with actors in coalitional network. This paper captures diverse stakeholders’ interests for informed decisions, and tames resistance to propositional/ conformance values via repositioning consumers as users, competitors, collaborators, and informants to production. This supplants imitation and exploitation with innovation, providing consumers with value-in-use for personalized idiosyncrasies.