Cited by 2,463Service and Product InnovationBusiness Strategies and InnovationInnovation and Knowledge Management

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Co‐creating unique value with customers

Prahalad, C.K., Ramaswamy, Venkat·2004·Strategy & Leadership

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Abstract

The traditional system of company‐centric value creation (that has served us so well over the past 100 years) is becoming obsolete. Leaders now need a new frame of reference for value creation. In the emergent economy, competition will center on personalized co‐creation experiences, resulting in value that is truly unique to each individual. The authors see a new frontier in value creation emerging, replete with fresh opportunities. In this new frontier the role of the consumer has changed from isolated to connected, from unaware to informed, from passive to active. As a result, companies can no longer act autonomously, designing products, developing production processes, crafting marketing messages, and controlling sales channels with little or no interference from consumers. Armed with new tools and dissatisfied with available choices, consumers want to interact with firms and thereby co‐create value. The use of interaction as a basis for co‐creation is at the crux of our emerging reality. The co‐creation experience of the consumer becomes the very basis of value. The authors offer a DART model for managing co‐creation of value processes.

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“They present a service-dominant (S-D) logic, in which the customer, possessing different resources in a specific context, becomes essentially involved with the value creation process [1, 2] as an active, well-informed and networked individual, aiming to have an influence on the company’s functions by no longer merely…”
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“Conceptually, customers’ value co-creation behavior should go beyond participation (McColl-Kennedy, Vargo, Dagger, & Sweeney, 2009) and involves much more than decomposing a delivery process and shifting part of the work to the customers (Prahalad & Ramaswamy, 2004).”
Background
CCV Scale: Development and Validation of Customer Co-Created Value Scale in E-Services
Agrawal, A. K., & Rahman, Z. (2017) · Current Psychology · doi:10.1007/s12144-017-9639-z · Cited by 31
“The seminal work undertaken by Prahalad and Ramaswamy (2004) has been the foundation for explicating the dimensions of co-created value, which according to them are inherently interactional and reciprocal in nature, and are based on a continuous exchange of dialogue and information to create…”
BackgroundMethod

Authors: Prahalad, C. K., & Ramaswamy, V.
Affiliations: University of Michigan (US)
Venue: Strategy & Leadership
Publisher: Emerald
Published: 2004-06
Volume: 32
Issue: 3
Pages: 4-9
ISSN: 0094-064X (ISSN-L)
1087-8572
DOI: 10.1108/10878570410699249
OpenAlex: W2046500054
Cited by: 2,463
References: 0
Citations by year: 2026: 131 · 2025: 166 · 2024: 167 · 2023: 149 · 2022: 165 · 2021: 160 · 2020: 130 · 2019: 167 · 2018: 159 · 2017: 144 · 2016: 153 · 2015: 138 · 2014: 148 · 2013: 139 · 2012: 92
FWCI: 38.45
Type: journal article
Language: en
Open access: closed
Locations: Strategy and Leadership (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Innovation
Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
Keywords: value co-creation, customer co-creation, consumer interaction, consumer empowerment, DART model, value creation, emerging economy, customer experience

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Co‐creating unique value with customers

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