VENKAT RAMASWAMY

Pocos pensadores han detectado y definido las tendencias estrategicas con más exito que C.K. Prahalad. Ideas como la intención estrategica y las competencias esenciales han sido precursoras de su contribucion mas importante, en colaboracion con Venkat Ramaswamy -replantearse la naturaleza de la competencia como tal en la era de las redes globales.

Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning product lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a community of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individualscustomers, employees, suppliers, partners, and other stakeholdersbringing them into the process of value creation and engaging them in enriched experiences, in order to formulate new breakthrough strategiesdesign compelling new products and servicestransform management processeslower risks and costsincrease market share, loyalty, and returnsIn this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with companies to develop co-creation practices, show how every organizationfrom large corporation to small firm, and government agency to not-for-profitcan achieve win morewin more results with these methods. Based on extraordinary research and the authors hands-on experiences with successful projects in co-creation at dozens of the worlds most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Amazon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of engagement platformsand how they have even restructured internal management processesin order to harness the power of co-creation. As the authors wealth of examples make vividly clear, enterprises can no longer afford to view customers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional process view of quality, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sustainable growth, productivity, and profits in the future.

Basado en una extraordinaria investigación y la experiencia adquirida por los autores en proyectos exitosos de cocreación en docenas de las más atractivas organizaciones del mundo, La co-creación de valor y experiencias ilustra con detallados ejemplos de firmas lideres como las ya mencionadas, y otras como Cisco, GlaxoSmithKline, Amazon, Jabil, Predica, Wacoal, Caja Navarra, y muchas mas, como las empresas han usado una amplia gama de "plataformas de involucramiento" -y como incluso han reestructurado los procesos internos de gestion para aprovechar el poder de la cocreacion. La cocreacion va mas alla de la convencional "vision del proceso" de calidad, la reingenieria y el pensamiento lean, y es la nueva mentalidad y la practica esenciales para estimular el crecimiento sustentable, la productividad y las ganancias en el futuro. "En LEGO, descubrimos el fenomeno de la cocreacion, que se esta convirtiendo en una importante practica de innovacion. La co-creacion de valor y experiencias brinda muchos ejemplos y una guia para apreciar mejor la tecnica y las habilidades, y una mentalidad que es crucial para una cocreacion exitosa. Como hemos aprendido,la cocreacion no es cuestion de solo seguir reglas, sino que es esencial el compromiso".