Beyond Journey Mapping to Customer Co-Creation
InMoment XI
MARCH 25, 2016
In their book, The Future of Competition: Co-creating Unique Value with Customers, authors C. K. Prahalad and Venkat Ramaswamy suggest that “Informed, networked, empowered, and active consumers are increasingly co-creating value with the firm. The interaction between the firm and the consumer is becoming the locus of value creation and value extraction.
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