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Co-creation experiences: The next practice in value creation
Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. GrowthExpand
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Co‐creating unique value with customers
The traditional system of company‐centric value creation (that has served us so well over the past 100 years) is becoming obsolete. Leaders now need a new frame of reference for value creation. InExpand
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The Future of Competition: Co-Creating Unique Value With Customers
Introduction Part One: Convergence of Company and Consumer 1. Co-creation 2. Pre-conditions for Co-creation 3. Experiences in Co-creation 4. Experience Innovation 5. Personalized Experiences 6.Expand
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Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
This study tested whether, among consumers in developing countries, brands perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen asExpand
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The New Frontier of Experience Innovation
As competition intensifies and profit margins shrink, managers are under overwhelming pressure to create value. Traditional prescriptions such as cost reduction, reengineering and outsourcing, whileExpand
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An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data
The PIMS Profit Impact of Marketing Strategies data entail sparse time-series observations for a large number of strategic business units SBUs, In order to estimate disaggregate marketing mixExpand
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Leading the transformation to co‐creation of value
Purpose – Leading businesses are learning how to use the engagement experiences of individuals and communities as the new basis of their value creation for customers. This paper aims to look at thisExpand
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It's about human experiences… and beyond, to co-creation
I would like to first acknowledge and congratulate Vargo and Lusch (2010) for attempting in this issue of Industrial Marketing Management to broaden the perspective of the market. My concern is thatExpand
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The Future of Competition
THE SUMMARY IN BRIEF In a world of infinite choice, instant gratification, and unbounded opportunities for innovation, why, ask University of Michigan Business School professors C.K. Prahalad andExpand
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The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits
Apple embraced co-creation to enhance the speed and scope of its innovation, generat-ing over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in marketExpand
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