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(From Business Line)
Chennai, Feb. 22. WITH the wealth of information and varied means of connectivity readily available today, companies are finding it harder to deliver enough value that pleases consumers. The modern challenge is to create value "with" the customer, which is what 'co-creation' is, said Prof Venkat Ramaswamy, Professor of Marketing, University of Michigan Business School. He has with C. K. Prahalad co-authored The Future of Competition: Co-Creating Unique Value with Customers.
In an interactive session at The Hindu, Prof Ramaswamy said consumers are no longer passive beings who accept what is doled out to them as a product and service. …