Marketing Review St. Gallen

, Volume 26, Issue 6, pp 11–17 | Cite as

Co-creation of value — towards an expanded paradigm of value creation

  • Venkat RamaswamyEmail author


Co-creation is the process by which products, services, and experiences are developed jointly by companies and their stakeholders, opening up a whole new world of value. Firms must stop thinking of individuals as mere passive recipients of value, to whom they have traditionally delivered goods, services, and experiences. Instead, firms must seek to engage people as active co-creators of value everywhere in the system.


Business Process Saving Bank Customer Engagement Social Project Competence Base 
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Copyright information

© Gabler Verlag 2009

Authors and Affiliations

  1. 1.Ross School of BusinessUniversity of MichiganAnn ArborUSA

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