Ramaswamy, Venkat; Chopra, Naveen - In: Strategy & Leadership 42 (2014) 2, pp. 12-18
Purpose – This case shows how a set of six steps that captured the essence of implementing co-creation thinking to …/methodology/approach – This case describes how the co-creation paradigm of value creation was applied step by step in the quality function across … of the firm to become co-creation of value process champions. Practical implications – The six-step process is: 1 …