This course-exam synopsis summarizes Chapter 1 (“Co-creation of Value”) from "The Future of Competition" by C. K. Prahalad and Venkat Ramaswamy (2004). The text outlines the authors’ central argument that traditional, firm-centric value creation and linear value-chain thinking are increasingly insufficient in a digital economy shaped by connected, informed, and active customers. It explains how customer access to information, global connectivity, networking, experimentation, and activism transform markets and shift competitive dynamics. The synopsis highlights the move from product-focused delivery to personalized co-creation experiences, where value emerges through interaction between firms and customers and is supported by flexible experience environments and networks. The paper concludes with a reflective assessment of the practical benefits of co-creation—such as stronger loyalty, better product-market fit, and reduced development risk—while emphasizing technology as a key enabler of meaningful customer participation.
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- Markus Groß (Autor), 2025, "The Future of Competition". Co-creating Unique Value with Customers, Múnich, GRIN Verlag, https://www.grin.com/document/1695327
