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2、Co-CreationofValueTowardsanExpandedParadigmofValueCreation
3、Co-CreationofValue–TowardsanExpandedParadigmofValueCreationCo-creationistheprocessbywhichproducts,services,andexperiencesaredevelopedjointlybycompaniesandtheirstakeholders,openingupawholenewworldofvalue.Firmsmuststopthinkin
4、gofindividualsasmerepassiverecipientsofvalue,towhomtheyhavetraditionallydeliveredgoods,services,andexperiences.Instead,firmsmustseektoengagepeopleasactiveco-creatorsofvalueeverywhereinthesystem.VENKATRAMASWAMYBeyondActivitiestoInteractionsnthelate1990s,C.K.PrahaladandIbegandiscussin
5、gtheimpor-Itanceofco-optingcustomercompetencewhendevelopingnewConsiderNikewhoseNike+experiencekitconsistsofawirelessproductsandservices,andevenexperiences.InaHarvardBusi-devicethattransmitsspeedanddistanceinformationfromasensor-nessReviewarticlein2000,wenotedthat,thankslargelytothee
6、quippedNikerunningshoetoaniPodTouchorspecialwrist-Internet,theactive,engagedcustomerwasdramaticallytransform-band.Then,throughawebsite(nikeplus.com)runnerscantrackingtheindustrialsystemasweknowit.Wewentontoemphasizetheirprogress,setpersonalgoalsandchallengefriendstoraces.howcompanie
7、shadtolearnto“co-create”valuewithcustomers.Withover1millionrunnersandover130millionmilesuploadedIn2004,C.K.PrahaladandIwroteabookdefiningtheimplica-asofJune2009,Nike+hasbeenarunawaysuccess.ForNike,itstionsoftheshiftinmodernsocietytowardsthecentralityofindi-marketsharehasincreasedbya
8、smuchastensharepoints,nottovidualsandtheirhumanexperiences.ThisbookwastitledThementionincreasedrevenuesthroughtheNike+ecosystem,inpart-FutureofCompetition,anditwasrecognizedbyBusinessWeeknershipwithAppleandothers.AsshownontheleftsideofFigureasoneofthetop10booksof2004.Inmanyways,TheF
9、utureof2,thestrategiccapitalofNikehasalsoincreasedtheaccumu-Competitionanticipatedthedigitalandconsumeruniversewelatedknowledgeandinsightsitgainsfromcontinuousinteractionsknowtoday.Injustthreeyears,agalaxyofnewbusinessescapital-withrunnersthroughNike+,whichenablesNiketoengagebetteri
10、zedontheso-calledWe
