Co-Creation

North America

Building a Co-Creative Performance Management System

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Ramaswamy, Venkat and Francis Gouillart. 2011. "Building a Co-Creative Performance Management System", Balanced Scorecard Report, 13 (2), March-April.


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The Collaboration Continuum

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Prahalad, C. K. and Venkat Ramaswamy. 2001 "The Collaboration Continuum." Optimize November.




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Leading the Transformation to Co-Creation of Value

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Ramaswamy, Venkat. 2009. "Leading the transformation to co-creation of value." Strategy & Leadership no. 37 (2):32-37.
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Winner of the Emerald Literati Award for Outstanding Article.







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Co-Creation Experiences-The Next Practice in Value Creation

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Prahalad, C. K., and Venkat Ramaswamy. 2004. "Co-creation experiences: The next practice in value creation." Journal of Interactive Marketing no. 18 (3):5-14.
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JIM Top Article.






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Consumer Centricity

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Prahalad, C. K., Venkat Ramaswamy, and M. S. Krishnan, “Consumer Centricity,”
Information Week, April 10, 2000.

Invited article featured in Information Week cover story.



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The New Frontier of Experience Innovation - MIT Sloan Management Review

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Prahalad, C. K., and Venkat Ramaswamy. 2003. "The New Frontier of Experience Innovation." MIT Sloan Management Review no. 44 (4):12-18.
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Winner of the MIT PwC Award for Best Article for contribution to advancement of management practice.

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The Co-Creation Connection

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Prahalad, C. K., and Venkat Ramaswamy. 2002. "The Co-Creation Connection." Strategy and Business (27):50-61.

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Company think versus customer think. Products and services versus human experiences.





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Building the Co-Creative Enterprise-Harvard Business Review

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Ramaswamy, Venkat, and Francis J. Gouillart. "Building the Co-Creative Enterprise." Harvard Business Review no. 88 (10):100-109, 2010.

A “Big Idea” article.
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The Essence of Business Agility

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Prahalad, C. K., M. S. Krishnan, and Venkat Ramaswamy, 2002 "The Essence of Business Agility." Optimize September.




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Managing in an Era of Discontinuities

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Prahalad, C. K. and Venkat Ramaswamy. 2001 "Managing in an Era of Discontinuities: The Challenge of Organizational Transformation." International Consortium for Executive Development Research, June.




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Co-Creating Value With Your Customers

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Prahalad, C. K. and Venkat Ramaswamy 2004. "Co-Creating Value With Your Customers", Optimize, January.




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Co-Creating Unique Value With Customers

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C. K. Prahalad and Venkat Ramaswamy (2004), “Co-Creating Unique Value With Customers”,
Strategy & Leadership, 32, 3.







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Software Product Assessment Based on Customer Inputs: Metrics and Managerial Implications

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Damien, Paul, Mayuram S. Krishnan, Mary C. Meyer, and Venkatram Ramaswamy (2005), “Software product assessment based on customer inputs: metrics and managerial implications,” International Journal of Services and Operations Management, 1, 1, 44-55.




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Co-Creating Value through Customers' Experiences - The NIKE Case


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Ramaswamy, Venkat. 2008. "Co-Creating Value through Customers' Experiences - The NIKE Case." Strategy and Leadership 36 (5): 9-14.









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Competing through Co-Creation: Innovation at Two Companies


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Ramaswamy, Venkat. 2010. "Competing through Co-Creation: Innovation at Two Companies." Strategy and Leadership 37 (2): 32-37.








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Co-Creating Development


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Ramaswamy, Venkat. 2011a. "Co-Creating Development." Development Outreach 13 (2): 38-43.










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CEOs Must Engage All Stakeholders


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Ramaswamy, Venkat and Kerimcan Ozcan. 2012. "CEOs Must Engage All Stakeholders." Harvard Business Review OnPoint (Fall): 10-11.



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Co-Creating Strategic Risk-Return Management


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Frigo, Mark L., and Venkat Ramaswamy. 2009. "Co-Creating Strategic Risk-Return Management."
Strategic Finance (May): 25–33.










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The Power of Co-Creation

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Ramaswamy, Venkat (2011), "The Power of Co-Creation," Wharton MACK Institute.
Innovation through Co-Creation Conference, Keynote Summary.


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Rethinking the Concept of Surplus - Embracing Co-Creation Experiences in Economics

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Chakrabarti, Avik and Venkat Ramaswamy (2014), "Re-Thinking the Concept of Surplus: Embracing Co-Creation Experiences in Economics," BE Journal of Economic Analysis & Policy, 14 (4), 1283-97.


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How CEOs can Fix Capitalism


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Essay in the Harvard Business Review eBook, published July 2013.



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Co-Creating Strategy with Experience Co-Creation

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Venkat Ramaswamy and Francis Gouillart, 2008. Co-Creating Strategy with Experience Co-Creation, 10, 4, July-August. Balanced Scorecard Report.

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Venkat Ramaswamy - A Ten-Year Perspective on How the Value Co-Creation Revolution is Transforming Competition - in Strategy & Leadership

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Interview in the Special Issue of
Strategy and Leadership on The Value Co-Creation Innovation, on the Tenth Anniversary of The Future of Competition.








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Strategy and Co-Creation Thinking - in Strategy & Leadership

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Venkat Ramaswamy and Kerimcan Ozcan. 2013. "Strategy and Co-Creation Thinking." Strategy and Leadership 41 (6): Special Issue: The Value Co-Creation Innovation.


Winner of the 2013 Outstanding Paper Award.




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Experience Co-Creation - The New Frontier of IT - Leading Edge Forum

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Ramaswamy, Venkat (2005), "Experience Co-Creation: The New Frontier of IT", Leading Edge Forum Journal.

Thanks to David Moschella and Doug Neal.

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Rethinking Comparative Advantage: Embracing Co-Creation Experiences in Economics

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Chakrabarti, Avik and Venkat Ramaswamy. 2013. “Rethinking Comparative Advantage: Embracing Co-Creation Experiences in Economics.” Working Paper. Ross School of Business, November.



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Building a Culture of Co-Creation at Mahindra - in Strategy & Leadership

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Venkat Ramaswamy and Naveen Chopra. 2014. “Building a Culture of Co-Creation: at Mahindra.” Strategy and Leadership 42 (2), 12-18.


See also:
Mahindra and Ross School Global Program for Management Development (GPMD): Building a Culture of Co-Creation




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Venkat Ramaswamy - How Value Co-Creation With Stakeholders is Transformative For Producers, Consumers, and Society - in Strategy & Leadership

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Part Two of an Interview in the Special Issue of
Strategy and Leadership on Understanding and Implementing Value Co-Creation, on the Tenth Anniversary of The Future of Competition.








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Harvard Business Review on Customer Relationship Management

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Features the article, ‘Co-opting Customer Competence”, by C. K. Prahalad and Venkatram Ramaswamy.

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A Guide to Co-Creating Value with Your Customers - Leading Edge Forum

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