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. Experience Network; The Market as a Forum for Experiences; Part Two: Co-Creating the Future; 7. The Competitive Space; 8. Creating New Strategic Capital; 9. Manager as Consumer; 10. Rapid Knowledge Creation; 11. Strategy as Discovery; 12. Building New Capabilities; The Emerging Reality of Governance
C.K. Prahalad is the Harvey C. Fruehauf Professor of Business Administration at the University of Michigan Graduate School of Business Administration and Chairman of the Board of Praja, a technology management company in San Diego. He lives in San Diego but travels extensively. Venkat Ramaswamy is a professor of marketing at the University of Michigan Graduate School of Business Administration. He lives in Ann Arbor, Michigan.
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