The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits

Be the first to write a review

All Available Formats + Editions

——

$18.99

NOOK Book

——

$18.99

The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits (eBook) Pub. Date: 10/5/2010 Publisher: Free Press
$0.01

$19.98

Hardcover

$0.01

$19.98

The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits Pub. Date: 10/5/2010 Publisher: Free Press

Customers Who Bought This Also Bought

Advertising

Overview

Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning product lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a community of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year.

Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stakeholders—bringing them into the process of value creation and engaging them in enriched experiences, in order to

—formulate new breakthrough strategies

—design compelling new products and services

—transform management processes

—lower risks and costs

—increase market share, loyalty, and returns

In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with companies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Amazon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation.

As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view customers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of quality, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sustainable growth, productivity, and profits in the future.

Editorial Reviews

Publishers Weekly

With the Internet sparking a cultural shift towards collaboration and participatory commerce, and customers demanding engagement in products at unprecedented levels, corporations and institutions are scrambling to figure out the new rules of business. Likewise, employees are demanding involvement in determining company direction, and executives are discovering that accepting it brings success. In their first book together, Ramaswamy (The Future of Competition) and Gouillart (Transforming the Organization) highlight several examples, ranging from Starbucks to Summerset Houseboats, of companies moving from a top-down to a bottom-up approach and establishing cost-effective measures like crowd-sourcing to meet local needs. The authors make an excellent case by examining the successful integration of these strategies, but they never quite make the leap beyond their single-line strategy and urge for implementation. For general readers this will suffice, but it would have been helpful had the authors included implementation strategies for organizations with more limited resources as well. Still, their advice is timely and should prove beneficial to people looking for a fresh take on business strategies.
(c) Copyright PWxyz, LLC. All rights reserved.

Product Details

ISBN-13: 9781439181041
Publisher: Free Press
Publication date: 10/5/2010
Pages: 276
Sales rank: 308,719
Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Part One: Value Co-Creation

1 Becoming a Co-Creative Enterprise 3

Nike as a Co-Creative Enterprise 8

Enterprise Transformation at Starbucks 21

Build It With Them 29

2 The Co-Creation Principle 35

Live Meetings at Club Tourism 39

Engaging Customers at Dell 42

Changing the Retail Experience at Apple Stores 46

LEGO's Physical and Digital Experiences 51

Apple iPhone as a Mobile Engagement Platform 54

Transforming Call Centers at Nestlb1s and Nokia 56

Using Private Community Spaces for GlaxoSmithKline Alli 60

Leveraging Public Community Spaces at HUL, SAP, and Intuit 64

3 Innovation Co-Creation 71

Customers as Chief Designers at Camiseteria 73

Opening Up Product Development at Wacoal 75

Innovation Without Walls at Orange 79

Tapping into Talent from All Over at Mozilla and InnoCentive 81

Apple Inside 84

IT as Enabling Innovation Co-Creation at Infosys 87

Generating New Business Opportunities at IBM and Shell 91

4 Engaging People Among Business Networks 96

Engaging Dealers in the Network at Brother 97

Linking Small Businesses with Partners at GE Healthcare 100

Connecting Consumers and Stakeholders at Toyota Scion 103

The Essence of Co-Creative Ecosystems at Crushpad 107

5 Building Social Ecosystems 112

Deepening Economic Development at ITC e-Choupal 114

Engaging Micro-Entrepreneurs at BEME 120

Generating Environmental and Social Impact at ABB 122

Empowering the Nonprofit Citizen Sector at Ashoka 124

6 Designing Engagement Platforms 128

Expanding the Space of Experiences 130

Expanding the Scope and Scale of Interactions 131

Expanding Platform Linkages 134

Expanding Stakeholder Relationships in the Ecosystem 137

The New Frontier of Co-Creative Design 141

Part Two: Management Co-Creation

7 Transforming the Enterprise Through Co-Creation 149

Co-Creative Transformation at La Poste's Retail Division 150

The New View of Organizational Transformation 164

8 Leading the Co-Creative Enterprise 168

Management Makeover at Cisco 169

Organizational Design around Employee Experiences at HCL 174

The Challenge of Growth at ERM 177

9 Going Beyond Processes to Co-Creative Engagement 186

Instituting Co-Creative New Product Management at Predica 188

The New Frontier of Co-Creative Operations 204

10 Opening Up Strategy 207

Co-Creating Strategy at Kaiser 208

Strategy as a Co-Creative Discovery Process 220

11 Co-Creating Institutional Change 223

Co-Creating Philanthropic and Civic Change at Caja Navarra 224

The "Seoul" of Citizen Engagement in Policy Making 233

Agenda 2020 in Rio Grande do Sul 236

Balancing the Invisible Hand with the Visible at SEBI 240

Toward a Co-Creative Economy 244

Epilogue: A Co-Creation Manifesto 247

Acknowledgments 253

Notes 257

Index 269

Customer Reviews

Be the first to write a review

( 0 )

Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Review Guidelines

Tell the world what you think of this product.

Add Recommendations

Your Name: Create a Pen Name or Leave Anonymously

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

- HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
- Time-sensitive information such as tour dates, signings, lectures, etc.
- Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
- Comments focusing on the author or that may ruin the ending for others
- Phone numbers, addresses, URLs
- Pricing and availability information or alternative ordering information
- Advertisements or commercial solicitation

Reminder:

- By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
- Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
- See Terms of Use for other conditions and disclaimers.

If you find inappropriate content, please report it to Barnes & Noble