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Co-creation of value — towards an expanded paradigm of value creation

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Marketing Review St. Gallen

Abstract

Co-creation is the process by which products, services, and experiences are developed jointly by companies and their stakeholders, opening up a whole new world of value. Firms must stop thinking of individuals as mere passive recipients of value, to whom they have traditionally delivered goods, services, and experiences. Instead, firms must seek to engage people as active co-creators of value everywhere in the system.

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Authors and Affiliations

  1. Ross School of Business, University of Michigan, Ann Arbor, USA

    Venkat Ramaswamy

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  1. Venkat Ramaswamy
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Correspondence to Venkat Ramaswamy.

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Ramaswamy, V. Co-creation of value — towards an expanded paradigm of value creation. Thexis 26, 11–17 (2009). https://doi.org/10.1007/s11621-009-0085-7

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  • DOI: https://doi.org/10.1007/s11621-009-0085-7

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