Co-creation experiences: The next practice in value creation
Co-creation experiences: The next practice in value creation
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DOI：
10.1002/dir.20015
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发表时间：
2004-06-01
影响因子：
11.8
通讯作者：
Ramaswamy, V
中科院分区：
文献类型：
--
作者：
Prahalad, CK;Ramaswamy, V
今天的消费者比以往任何时候都有更多的产品和服务选择，但他们似乎不满意。公司投资于更大的产品种类，但却不太能够使自己与众不同。增长和价值创造已成为管理者的主导主题。本文对这一悖论进行了解释.价值的含义和价值创造的过程正在迅速从以产品和公司为中心的观点转向个性化的消费者体验。知情、联网、授权和积极的消费者越来越多地与公司共同创造价值。企业与消费者之间的互动正在成为价值创造和价值提取的中心。随着价值转向体验，市场正在成为消费者、消费者社区和企业之间对话和互动的论坛。正是这种对话、访问、透明度和对风险收益的理解，才是下一个价值创造实践的核心。
Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product-variety but are less able to differentiate themselves. Growth and value creation have become the dominant themes for managers. In this paper, Are explain this paradox. The meaning of value and the process of value creation are rapidly shifting from a product- and firm-centric view to personalized consumer experiences. Informed, networked, empowered; and active consumers are increasingly co-creating value with the firm. The interaction between the firm and the consumer is becoming the locus of value creation and value extraction. As value shifts to experiences, the market is becoming a forum for conversation and interactions between consumers, consumer communities, and firms. It is this dialogue, access, transparency, and understanding of risk-benefits that is central to the next practice in value creation..