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"Apple embraced co-creation to enhance the speed and scope of its innovation, generat&shy;ing 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 prod&shy;uct lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a com&shy;munity 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&#8212;customers, employees, suppliers, partners, and other stake&shy;holders&#8212;bringing them into the process of value creation and engaging them in enriched experi&shy;ences, in order to &#8212;formulate new breakthrough strategies &#8212;design compelling new products and services &#8212;transform management processes &#8212;lower risks and costs &#8212;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 com&shy;panies to develop co-creation practices, show how every organization&#8212;from large corporation to small firm, and government agency to not-for-profit&#8212;can achieve &#8220;win more&#8211;win more&#8221; results with these methods. Based on extraordinary research and the authors&#8217; hands-on experiences with successful projects in co-creation at dozens of the world&#8217;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, Ama&shy;zon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of &#8220;engagement platforms&#8221;&#8212;and how they have even restructured internal management processes&#8212;in order to harness the power of co-creation. As the authors&#8217; wealth of examples make vividly clear, enterprises can no longer afford to view custom&shy;ers 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 &#8220;process view&#8221; of qual&shy;ity, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sus&shy;tainable growth, productivity, and profits in the future."^^<http://www.w3.org/2001/XMLSchema#string>
<http://books.simonandschuster.com/The-Power-of-Co-Creation/Venkat-Ramaswamy/9781439181065>