Future Of Competition
Co-Creating Unique Value With Customers
Sobre o livro
The Future of Competition argues that in a world in which information is readily available to everyone, the role of the customer has changed dramatically
Once passive recipients of the products and services companies created for them'customers are now active participants who actually co-create the value they receive, from products and services they help develop, test, and distribute.
Whereas in the 1990s competitive advantage was derived from the authors' landmark notion of 'core competencies' (those activities a company does better than anyone else), in the future it will come from how proficient companies are at providing opportunities for customers to co-create unique experiences.Prahalad and Ramaswamy present four key building blocks that will enable companies to co-create the future with customers'transparency, access, dialogues, and risk management'and illustrate them through rich examples from a wide range of companies. As bold and far-reaching as Competing for the Future a decade ago, this book will redefine strategy for the Information Age.
C. K. Prahalad e Venkat Ramaswamy defendem que o futuro da competição vai ser oferecer aos clientes experiências superiores «co-criando valor único» com eles. Em The Future of Competition: Co-creating unique value with costumers a contribuição dos autores passa por reconhecer que a transmissão de uma experiência para o cliente superior exige uma mudança fundamental nas mentalidades e nos modelos de negócio das empresas.
Prahalad e Ramaswamy apontam quatro case studies para ilustrarem o significado de co-criar e confirmando que exige grandes mudanças a nível operacional".
Chuck Lucier e Jan Dyer, Executive Digest, Janeiro 2005