Co-Creation

vita

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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Are You Ready for the Co-Creation Movement? - IESE Insights

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Ramaswamy, Venkat. 2009. "Are You Ready for the Co-Creation Movement?". IESE Insights, Third Quarter (2), 29-35.









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SCULPTRE - A New Methodology for Deriving and Analyzing Hierarchical Product-Market Structures from Panel Data

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Ramaswamy, Venkat and Wayne S. DeSarbo (1990), "SCULPTRE: A New Methodology for Deriving and Analyzing Hierarchical Product-Market Structures from Panel Data,"  Journal of Marketing Research, 27 (November), 418-427. 

Based on a Ph.D. dissertation (Wharton School), co-chaired by Professors Wayne S. DeSarbo and David J. Reibstein.


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Co-creation of Value - Towards an Expanded Paradigm of Value Creation


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Ramaswamy, Venkat. 2009. "Co-creation of value - towards an expanded paradigm of value creation."
Marketing Review St. Gallen no. 26 (6):11-17.



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Design and Co-Creation - Science of Machine

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Ramaswamy , Venkat. 2007. “Design and Co-Creation”, Science of Machine, 59, 1, January. (Japanese).










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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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Co-opting Customer Competence

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Prahalad, C. K., and Venkat Ramaswamy. 2000. "Co-opting Customer Competence." Harvard Business Review no. 78 (1):79-87. 

This article introduced the revolutionary concept of “Co-Creation” with customers.

Harvard Business Review Bestseller.


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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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Co-Creating Experiences of Value with Customers


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Ramaswamy, Venkat. 2006. "Co-Creating Experiences of Value with Customers." SETLabs Briefings no. 4 (1):25-36.
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A New Stochastic Ultrametric Tree Unfolding Methodology for Assessing Competitive Market Structure and Deriving Market Segments

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DeSarbo, Wayne S., Geert De Soete, Douglas Carroll, and Venkatram Ramaswamy (1988), "A New Stochastic Ultrametric Tree Unfolding Methodology for Assessing Competitive Market Structure and Deriving Market Segments,"  Applied Stochastic Models and Data Analysis, 4 (September), 185-204.


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Latent Class Metric Conjoint Analysis

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DeSarbo, Wayne S., Michel Wedel, Marco Vriens, and Venkatram Ramaswamy (1992), "Latent Class Metric Conjoint Analysis,  Marketing Letters, 3, 273-288.





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An Empirical Pooling Approach for Estimating Marketing Mix Elasticities With PIMS Data

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Ramaswamy, Venkatram, Wayne S. DeSarbo, David J. Reibstein, and William T. Robinson (1993), "An Empirical Pooling Approach for Estimating Marketing Mix Elasticities With PIMS Data,"  Marketing Science, 12 (Winter), 103-124. 


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A Maximum Likelihood Method for Latent Class Regression Involving a Censored Dependent Variable

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Jedidi, Kamel, Venkatram Ramaswamy, and Wayne S. DeSarbo (1993), "A Maximum Likelihood Method for Latent Class Regression Involving a Censored Dependent Variable," Psychometrika, 58 (September), 375-394.





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A Latent Class Procedure for the Structural Analysis of Two-way Compositional Data

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DeSarbo, Wayne S., Venkatram Ramaswamy, and Peter Lenk (1993), "A Latent Class Procedure for the Structural Analysis of Two-way Compositional Data,"  Journal of Classification, 10, 159-193.


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A Disaggregate Negative Binomial Regression Procedure for Count Data Analysis

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Ramaswamy, Venkatram, Eugene W. Anderson, and Wayne S. DeSarbo (1994), " A Disaggregate Negative Binomial Regression Procedure for Count Data Analysis," Management Science, 40 (March), 3, 405-417.








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Competitive Marketing Behavior in Industrial Markets - Journal of Marketing

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Ramaswamy, Venkatram, Hubert Gatignon, and David J. Reibstein (1994), "Competitive Marketing Behavior in Industrial Markets," Journal of Marketing, 58 (April), 45-55.


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A Latent Class Poisson Regression Model for Heterogeneous Count Data

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Wedel, Michel, Wayne S. DeSarbo, Jan Roelf Bult, and Venkatram Ramaswamy (1994), "A Latent Class Poisson Regression Model for Heterogeneous Count Data," Journal of Applied Econometrics, 8, 397-411.


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Explaining Downstream Integration

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Majumdar, Sumit and Venkatram Ramaswamy (1994), "Explaining Downstream Integration," Managerial and Decision Economics, 15, 119-129.

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On the Role of Social Asset Specificity in Channel Integration

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Majumdar, Sumit and Venkatram Ramaswamy (1994), "On the Role of Social Asset Specificity in Channel Integration," Journal of Institutional and Theoretical Economics, 150, 2 (June), 375-400.


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CRISP Customer Response-Based Iterative Segmentation Procedures for Response Modeling in Direct Marketing

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DeSarbo, Wayne S. and Venkatram Ramaswamy (1994), "CRISP: Customer Response-Based Iterative Segmentation Procedures for Response Modeling in Direct Marketing," Journal of Direct Marketing, 8, 3 (Summer), 7-20.


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Issues in the Specification and Application of Latent Structure Models of Choice

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Bockenholt, Ulf, Hamparsum Bozdogan, Wayne S. DeSarbo, William R. Dillon, Sunil Gupta, Wagner Kamakura, Ajith Kumar, Venkatram Ramaswamy, and Mike Zenor (1994), “Issues in the Specification and Application of Latent Structure Models of Choice,” Marketing Letters, 5, 4 (October), 323-334.




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Market Segmentation with Choice-based Conjoint Analysis

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DeSarbo, Wayne S., Venkatram Ramaswamy, and Steve Cohen (1995), “Market Segmentation with Choice-based Conjoint Analysis”, Marketing Letters, March, 6, 2, 137-147.






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Analyzing Constant-Sum Multiple Criterion Data - A Segment-Level Approach

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DeSarbo, Wayne S., Venkatram Ramaswamy, and Rabikar Chatterjee (1995), “Analyzing Constant-Sum Multiple Criterion Data: A Segment-Level Approach,” Journal of Marketing Research, 32 (May), 222-232.



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Going Direct to Market - The Influence of Exchange Conditions - Strategic Management Journal

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Majumdar, Sumit and Venkatram Ramaswamy (1995), “Going Direct to Market: The Influence of Exchange Conditions,” Strategic Management Journal, 16, 5, 353-372.


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Analyzing Channel Structures of Business Markets via the Structure-Output Paradigm - International Journal of Research in Marketing

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Bucklin, Louis P., Venkatram Ramaswamy, and Sumit Majumdar (1996), “Analyzing Channel Structures of Business Markets via the Structure-Output Paradigm,” International Journal of Research in Marketing, 13, 1, (February) 73-87.






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Joint Segmentation on Distinct Interdependent Bases with Categorical Data

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Ramaswamy, Venkatram, Rabikar Chatterjee, and Steven H. Cohen (1996), “Joint Segmentation on Distinct Interdependent Bases with Categorical Data,” Journal of Marketing Research, 33 (August), 337-350.

Finalist for Paul E. Green Award for Best Paper. 




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A Spatial Interaction Model for Mapping Bundle Compositions with Pick-Any Data

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DeSarbo, Wayne, Venkatram Ramaswamy, Michel Wedel, and Tammo Bijmolt (1996), “A Spatial Interaction Model for Mapping Bundle Compositions with Pick-Any Data,” Marketing Letters, 7, 2, 131-145.






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On Estimating Finite Mixtures of Multivariate Regression and Simultaneous Equation Models - Structural Equation Modeling

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Jedidi, Kamel, Venkatram Ramaswamy, Wayne S. DeSarbo, and Michel Wedel (1996), “On Estimating Finite Mixtures of Multivariate Regression and Simultaneous Equation Models,” Structural Equation Modeling, 3 (3), 266-289.




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An Extended Mover-Stayer Model for Diagnosing the Dynamics of Trial and Repeat for a New Brand

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Chatterjee, Rabikar and Venkatram Ramaswamy (1996), “An Extended Mover-Stayer Model for Diagnosing the Dynamics of Trial and Repeat for a New Brand,” Applied Stochastic Models and Data Analysis, 12, 165-178.


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Evolutionary Preference Segmentation with Panel Survey Data - An Application to New Products

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Ramaswamy, Venkatram (1997), “Evolutionary Preference Segmentation with Panel Survey Data: An Application to New Products,” International Journal of Research in Marketing, 14, 1, 57-80. Finalist for Best IJRM Paper in 1997.

Received an Honorable Mention for Best Paper.




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Modeling Methods for Discrete Choice Analysis

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Ben-Akiva, Moshe, Daniel McFadden, Makoto Abe, Ulf Bockenholt, Denis Bolduc, Dinesh Gopinath, Takayuki Morikawa, Venkatram Ramaswamy, Vithala Rao, David Revelt, and Dan Steinberg (1997), “Modeling Methods for Discrete Choice Analysis,” Marketing Letters, 8, 3, 273-286.





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Coupon Characteristics and Redemption Intentions - A Segment-level Analysis

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Ramaswamy, Venkatram and Srini S. Srinivasan (1998), “Coupon Characteristics and Redemption Intentions: A Segment-level Analysis,” Psychology and Marketing, 15 (1), 59-80.



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Latent Segmentation Models

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Cohen, Steven H. and Venkatram Ramaswamy (1998), “Latent Segmentation Models,” Marketing Research, 10, 2 (Summer), 14-21.


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An Empirical Analysis of Customer Satisfaction for Intranet Marketing Systems

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Krishnan, Mayuram and Venkatram Ramaswamy (1998), “An Empirical Analysis of Customer Satisfaction for Intranet Marketing Systems,” Decision Support Systems, 24, 45-54.







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Customer Satisfaction for Financial Services - The Role of Products, Services, and Information Technology

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Krishnan, Mayuram, Venkatram Ramaswamy, Mary C. Meyer, and Paul Damien (1999), “Customer Satisfaction for Financial Services: The Role of Products, Services, and Information Technology,” Management Science, 45 (September), 1194-1209.








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Reply to a Note on Ramaswamy et al.’s Latent Joint Segmentation Models

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Ramaswamy, Venkatram, Rabikar Chatterjee, and Steven H. Cohen (1999), “Reply to a Note on Ramaswamy et al.’s Latent Joint Segmentation Models,” Journal of Marketing Research, 36 (February), 115-119.



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Effects of Brand Local-Non-Local Origin on Consumer Attitudes in Developing Countries

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Batra, Rajeev, Venkatram Ramaswamy, S. Ramachander, Dana Alden, and Jan Benedict Steenkamp (2000), “Effects of Brand Local/Non-Local Origin on Consumer Attitudes in Developing Countries,” Journal of Consumer Psychology, 9 (2), 83-95.





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Choice Menus for Mass Customization - An Experimental Approach for Analyzing Customer Demand with an Application to a Web-based Information Service

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Liechty, John, Venkatram Ramaswamy, and Steven H. Cohen (2001), “Choice Menus for Mass Customization: An Experimental Approach for Analyzing Customer Demand with an Application to a Web-based Information Service,” Journal of Marketing Research, May, 183-196.



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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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Latent Class Models for Conjoint Analysis

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Venkatram Ramaswamy and Steven H. Cohen (1999), “Latent Class Models for Conjoint Analysis,” Conjoint Measurement: Methods and Applications, in Anders Gustafsson, Andreas Herrmann, and Frank Huber (eds.), Springer-Verlag.







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A Multiple Imputation Approach for the Analysis of Missing Data in Marketing Research

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Ramaswamy, Venkatram, Trivellore E. Raghunathan, Steven H. Cohen, and Kerimcan Ozcan (1999), “A Multiple Imputation Approach for the Analysis of Missing Data in Marketing Research,” Working Paper, University of Michigan Business School, March.


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CoCriando O Futuro

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Ramaswamy, Venkat (2012). "CoCriando O Futuro." Harvard Business Review Brasil 90 (6): 20-29.









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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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It's about Human Experiences . . . and Beyond, to Co-Creation


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Ramaswamy, Venkat. 2011b. “It's about Human Experiences . . . and Beyond, to Co-Creation." Industrial Marketing Management 40 (2): 195–96.










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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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Impulsionando A CoCriação no Setor Publico

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Ramaswamy, Venkat and Andre Coutinho. 2013. "Impulsionando A CoCriacao No Setor Publico", Symnetics Report (May).









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Plataforma->CoCriação->desenvolvimento

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Ramaswamy, Venkat (2011), "Plataforma->CoCriação->desenvolvimento," HSM Magazine.







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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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Engajamento E Empreendedorismo Social - DOM

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Ramaswamy, Venkat and Andre Coutinho. 2013. "Engajamento E Empreendedorismo Social”, DOM, 22, 58-65.










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CoCriacao Made in Brazil


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Andre Coutinho and Venkat Ramaswamy, 2010. "CoCriacao Made in Brazil." DOM (Mar-June, 11). 17-23.










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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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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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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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Co-Creating Experiences - TMTC Journal of Management

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Ramaswamy, Venkat. 2005. "Co-Creating Experiences.” TMTC Journal of Management July:6-14.


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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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Manager as Consumer

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C. K. Prahalad, M.S. Krishnan. and Venkat Ramaswamy (2003). Manager as Consumer - The Essence of Agility. The ICFAI Journal of Managerial Economics. August. 1, 1.



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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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Wealth-Welfare-Wellbeing, Private-Public-Social Ecosystem Innovation, and Co-Creation of Value - European Commission

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Ramaswamy, Venkat. 2014. "Wealth-Welfare-Wellbeing, Private-Public-Social Ecosystem Innovation, and Co-Creation of Value." European Commission, Open Innovation 2.0, forthcoming.










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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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Integrating Strategic Risks in Managing Co-Creative Enterprises

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Frigo, M., Læssøe, H., & Ramaswamy, V. (2015). “Integrating Strategic Risks in Managing Co-Creative Enterprises,” Journal of Enterprise Risk Management, 1(1).


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Brand Value Co-Creation in a Digitalized World - An Integrative Framework and Research Implications

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Ramaswamy, Venkat and Kerimcan Ozcan (2016), "Brand Value Co-Creation in a Digitalized World: An Integrative Framework and Research Implications," International Journal of Research in Marketing, 33 (1), 93-106.


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

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