The Future of Competition: Co-Creating Unique Value with Customers (Hardcover)

~ (Author), Venkat Ramaswamy (Author) "A PROFOUND, BUT SILENT, transformation of our society is afoot..." (more)
Key Phrases: new strategic capital, experience enablers, rapid resource reconfiguration, United States, Buckman Labs, General Motors (more...)

Editorial Reviews

From Publishers Weekly

According to this turgid volume of business metaphysics, dwindling profit margins caused by intensified competition, a glut of commodity production and knowledgeable, web-empowered consumers will usher in "a new industrial system" characterized by "co-creating value through personalized experiences unique to the individual consumer." Under the new regime, headstrong consumers will "seek to exercise their influence in every part of the business system," and companies will accommodate them by, for example, allowing them to design their own individualized cosmetics and houseboats (an innovation whose benefits include "emotional bonding with... the company" and "a greater degree of self-esteem"). Rather than simply selling their products and services, companies will design "experience environments" that comfort the consumer in any contingency, such as General Motors' On-Star satellite communications system, which can summon help after an accident, open the car doors if the driver is locked out and direct motorists to the nearest Italian restaurant. Beneath the avant-garde terminology, the book mostly boils down to a medley of strategies to make business more consumer-friendly, like flexible pricing schemes, electronic gadgets that are easy to use instead of baffling, options and add-ons, meticulous market research and lavish customer service and support. But business professors Ramaswamy and Prahalad, coauthor of Competing for the Future, inflate this rather familiar "customer-is-king" approach to a level of abstraction and mystification-the health-care industry, for instance, is actually "a complex, evolving wellness space"-that is needlessly opaque and portentous. Managers who thought their job was to make or do something that people might want to buy will be scratching their heads over this book.
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Review

"...an excellent new book." -- Fortune, January 2004

"...an important book, full of disruptive ideas." -- BusinessWeek, March 1, 2004

"Intriguing." -- Detroit Free Press, 27 January 2004

"The book's many examples cast a convincing spell that co-creation is the wave of the future." -- The Globe and Mail, April 14, 2004

See all Editorial Reviews

Product Details

• Hardcover: 320 pages
• Publisher: Harvard Business Press (February 18, 2004)
• Language: English
• ISBN-10: 1578519535
• ISBN-13: 978-1578519538
• Product Dimensions: 9.3 x 6.3 x 1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 3.6 out of 5 stars  See all reviews (14 customer reviews)
• Amazon.com Sales Rank: #370,171 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

31 of 35 people found the following review helpful:

3.0 out of 5 stars New framework, new jargon, but nothing else is new, March 30, 2004

By	B.Sudhakar Shenoy (India) - See all my reviews (REAL NAME)

The future is here. Competition is getting tougher and customers are more difficult to please. On the other hand everything is connected, objects are embedded with sensors and software and information flows instantly to all corners of the world , thanks to the communications revolution. This book essentially looks at a networked world where customers and companies are inseparable and are constantly in interaction. In this paradigm, the framework of DART - Dialogue, Access, Risk Assessment and Transparency is introduced and the book proceeds to explain each of these in detail.

The word Co-creation will get included in your daily vocabulary sooner than you expect. Lots of diagrams and case studies are thrown into every chapter. But frankly, there is no concept that is radically different from some of the pioneering works on similar topics already published. To list a few :

-Customer.Com by Particia Seybold
-How to Grow when Markets Don't by Adrian Slywotzky
-The Innovator's solution by Clayton Christensen
-Adapt or Die : Turning your Supply Chain into an Adaptive Business Network by Bob Betts , Claus Heinrich
-Experimentation Matters: Unlocking the Potential of New Technologies for Innovation by Stephen Thomke
-Priceless: Turning Ordinary Products into Extraordinary Experiences by Diana Lasalle, Terry A. Britton
-The Agenda: What Every Business must do to Dominate the Decade by Michael Hammer

Most of the case studies in this book are repetitions from these or are similar in concepts or processes in creating value for ( or along with) the customer. The authors have duly acknowledged and referred to an elaborate list of books and articles under "Aids to Exploration". But my point is that after going through some of the key works listed above, this book fails to impress on originality.

Towards the end of the book, Knowledge Management is brought in as one of the strategic tools that can be integrated into the co-creation framework.

It is certainly interesting to go through the book though it is a combination of old ideas in a new packaging. Young MBAs will find lots of new jargon that can be put to profitable use in job interviews.

14 of 14 people found the following review helpful:

2.0 out of 5 stars a real disappointment, April 5, 2004

By	william Bollard (Tronto) - See all my reviews

I was left with the feeling that all of this has been said before in one form or another, Where it was ' new' there are other who have already explored the space ( eg The Suport Economy by Shoshana Zuboff) There are two many big words hidding little concepts. The case studies are simplistic and look to the past rather than casting light on the future. This will be another 'fad" and like all fads find its place in the dustbins of business books

12 of 12 people found the following review helpful:

2.0 out of 5 stars Content good, style weak, April 3, 2004

By A Customer

The content of this "text" is rich with pointers for those who will format strategic decisions in the future. However, it would seem to challenge the reader to probe the true value of the writers. As the reviewer from Dallas infers, the message is there but the packaging leaves something to be desired. As a university professor who teaches strategic thinking, I see this book as one of the reasons that executives and MBA students resist reading academic pieces: the task is greater than the payoff!!