In this visionary book, C. K. Prahalad and Venkat Ramaswamy
explore why, despite unbounded opportunities for innovation,
companies still can''t satisfy customers and sustain profitable
growth. The explanation for this apparent paradox lies in
recognizing the structural changes brought about by the convergence
of industries and technologies; ubiquitous connectivity and
globalization; and, as a consequence, the evolving role of the
consumer from passive recipient to active co-creator of value.
Managers need a new framework for value creation. Increasingly,
individual customers interact with a network of firms and consumer
communities to co-create value. No longer can firms autonomously
create value. Neither is value embedded in products and services
per se. Products are but an artifact around which compelling
individual experiences are created. As a result, the focus of
innovation will shift from products and services to experience
environments that individuals can interact with to co-construct
their own experiences. These personalized co-creation experiences
are the source of unique value for consumers and companies
alike.
In this emerging opportunity space, companies must build new
strategic capital--a new theory on how to compete. This book
presents a detailed view of the new functional, organizational,
infrastructure, and governance capabilities that will be required
for competing on experiences and co-creating unique value. C. K.
Prahalad is the Harvey C. Fruehauf Professor of Business
Administration at the University of Michigan Business School and
co-author of the landmark best seller, Competing for the Future.
His research, for over twenty years, has consistently focused on
"next" practices. Venkat Ramaswamy is the Michael R. and Mary Kay
Hallman Fellow of Electronic Business and Professor of Marketing at
the University of Michigan Business School. His research focuses on
new frontiers in co-creating value.
關於作者：
C.K. Prahalad is the Harvey C. Fruehauf Professor of Business
Administration at the University of Michigan Graduate School of
Business Administration and Chairman of the Board of Praja, a
technology management company in San Diego. He lives in San Diego
but travels extensively. Venkat Ramaswamy is a professor of
marketing at the University of Michigan Graduate School of Business
Administration. He lives in Ann Arbor, Michigan.
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