Venkatram Ramaswamy

TL;DR: The meaning of value and the process of value creation are rapidly shifting from a product-and firm-centric view to personalized consumer experiences as discussed by the authors, and consumers are increasingly co-creating value with the firm.

TL;DR: The Convergence of Company and Consumer 1. Co-creation 2. Preconditions for co-creation 3. Experience Innovation 4. Personalized Experiences 5. Experience Network The Market as a Forum for Experiences Part Two: Co-Creating the Future 7. The Competitive Space 8. Manager as Consumer 10. Rapid Knowledge Creation 11. Strategy as Discovery 12. Building New Capabilities The Emerging Reality of Governance as discussed by the authors

TL;DR: The authors found that consumers perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen as local, for reasons not only of perceived quality but also of social status.

TL;DR: This article proposed an alternative maximum likelihood, latent-pooling method for simultaneously pooling, estimating, and testing linear regression models empirically, which enables the determination of a "fuzzy" pooling scheme, while directly estimating a set of marketing mix elasticities and intertemporal covariances for each pool of SBUs.

TL;DR: In this article, the authors present a picture of the "next practices" of innovation in which the locus of value creation will inevitably shift from products and services to "experience environments." The intent of experience innovation is not to improve a product or service, per se, but to enable the co-creation of an environment in which personalized, evolvable experiences are the goal, and products or services are a means to that end.