PERSON
Venkat Ramaswamy
Indian-American management theorist at the University of Michigan, Prahalad's co-author on The Future of Competition (2004), whose research extended the co-creation framework into platform strategy and customer-experience architecture.
Venkat Ramaswamy is the Hallman Fellow of Electronic Business and Professor of Marketing at the University of Michigan's Ross School of Business, where he was Prahalad's colleague and co-author. Their 2004 book The Future of Competition: Co-Creating Unique Value with Customers articulated the co-creation framework that became one of Prahalad's most influential late-career concepts. Ramaswamy has continued the research program across two decades, developing co-creation into a comprehensive theory of platform strategy, customer-experience design, and stakeholder value networks.
In The You On AI Field Guide
His 2010 book with Francis Gouillart, The Power of Co-Creation, extended the framework from customer-firm interactions to multi-stakeholder value networks including employees, suppliers, partners, and communities. His 2014 book with Kerimcan Ozcan, The Co-Creation Paradigm, developed the formal theoretical architecture through which organizations design environments that generate emergent value through participant interaction.
The co-creation framework has particular consequences for AI strategy because human-AI collaboration is co-creation in its most intensive form. The value produced is not a property of