The Future of Competition: Co-Creating Unique Value with Customers

C. K. Prahalad is the Harvey C. Fruehauf Professor of Business Administration at Michigan Business School. He is widely regarded as one of the foremost strategy thinkers in the world. His research has consistently focused on ‘next’ practice.

Venkat Ramaswamy is the Michael R. & Mary Kay Hallman Fellow of Electronic Business and Professor of Marketing at Michigan Business School. His research focuses on new frontiers in experience innovation and consumer-company interactions.