Consumer-to-business, or C2B, is a business model in which individual consumers create value that a business then consumes, for instance when a consumer writes a product review or submits an idea for a new product that the business goes on to adopt. In the C2B model a reverse auction or demand-collection approach lets buyers name their own price for a specific good or service, which the seller may then accept as binding, and for a C2B transaction to work the consumer must offer the business something of value, with the roles involved established before the exchange takes place.
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