3min chapter

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#59—Venkat Ramaswamy: Rethinking Value Creation through Co-Creation

Outthinkers

CHAPTER

Introduction

Venkat Ramaswami is a professor of marketing at the Ross School of Business at the University of Michigan. His award-winning book, which he published in 2004, The Future of Competition, introduced co-creation as a revolutionary concept. He shares how digital technologies such as IoT, edge computing, and AI are forcing us to reconceptualize strategy.

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