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,...

Purpose – This case aims to demonstrate how leading firms are learning how to sustain competitive advantage by co‐creating experiences of value with customers. Design/methodology/approach – The shoe company Nike provides a glimpse of the next “best practices” of value co‐creation...

Purpose – Leading businesses are learning how to use the engagement experiences of individuals and communities as the new basis of their value creation for customers. This paper aims to look at this issue. Design/methodology/approach – To initiate and implement this co‐creation model,...

With their new theory about the coming revolution in value creation, C.K. Prahalad and his new collaborator, Venkat Ramaswamy, seek to go further than they or other strategy writers have gone. In their new book The Future of Competition (Harvard Business School Press, 2004), they aim to shift...

Purpose – Companies recently have begun to look for ways to help make value pioneering more systematic and repeatable. This “Masterclass” paper aims to examine one of the first frameworks for making value innovation an effective, manageable practice, an approach practiced by Mark W....