Jagdish N. Sheth
Jagdish N. Sheth
Co-Creation, Venkat Ramaswamy and co-author Kerimcan Ozcan provide a compelling case of how companies who engage customers and develop an ecosystem of capabilities transform value creation in R&D, supply chains, and marketing to create sustainable competitive advantage."
— Jagdish N. Sheth
Charles Kellstadt Professor of Marketing,
Emory University
