Venkatram Ramaswamy

Venkatram Ramaswamy

  • Professor of Marketing
  • Michael & Mary Hallman Fellow of Electronic Business
Education
  • PhD University of Pennsylvania 1989
  • BTech Indian Institute of Technology
  • Chennai 1984

Contact Information

Phone
(734) 763-5932
Email
Room
R5440
Research

Venkat Ramaswamy is Hallman Fellow of Electronic Business and Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA. He is a globally recognized thought leader, idea practitioner, and eclectic scholar with wide-ranging interests in innovation, strategy, marketing, branding, IT, operations, and the human side of the organization.

He is a prolific author of numerous articles—including the popular 2000 Harvard Business Review article “Co-opting Customer Competence” and the 2003 MIT-PricewaterhouseCoopers award-winning Sloan Management Review article “The New Frontier of Experience Innovation” (both coauthored with C. K. Prahalad) as well as the 2009 Emerald Literati award-winning Strategy & Leadership article “Leading the Transformation to Co-Creation of Value”, and the 2010 article in the Harvard Business Review on “Building the Co-Creative Enterprise, based on his new book The Power of Co-Creation: Build It With Them to Boost Growth, Productivity, and Profits (Free Press, October 2010; co-authored with Francis Gouillart).

His previous award-winning book in 2004, The Future of Competition (with C. K. Prahalad), introduced co‑creation as a revolutionary business concept. Venkat is also a sought-after speaker and a mentor to global firms seeking to become a co-creative enterprise. He has helped several organizations across the United States, Europe, Asia, and Latin America conceive and execute new business ideas through co‑creation, and build management capabilities for co‑creation inside their organizations.

Featured Books

The Co-Creation Paradigm

The Co-Creation Paradigm
Venkat Ramaswamy and Kerimcan Ozcan

A fundamental shift is underway that will change how we conceive of value. In an era of increasing interconnectedness, individuals, as opposed to institutions, stand at the center of value creation. To adapt to this tectonic shift, organizations can no longer unilaterally devise products and services. They must engage stakeholders—from customers and employees to suppliers, partners, and citizens at large—as co-creators.

Co-creation guru Venkat...

The Power of Co-Creation: Build It With Them to Boost Growth, Productivity, and Profits

The Power of Co-Creation: Build It With Them to Boost Growth, Productivity, and Profits
Venkat Ramaswamy and Francis Gouillart

In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with companies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with...

What is Co-Creation? An Interactional Creation Framework and Implications for Value Creation

Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
2018

Source

Journal of Business Research
Volume: 
84
Issue: 
Mar
Pages: 
183-205

Brand value co-creation in a digitalized world: an integrative framework and research implication

Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
2016

Source

International Journal of Research in Marketing
Volume: 
33
Issue: 
1
Pages: 
93-106

Integrating Strategic Risks in Managing Co-Creative Enterprises

Authors
Mark Frigo, Hans Laessoe, and Venkat Ramaswamy
Published Date
2015

Source

Journal of Enterprise Risk Management
Volume: 
1
Issue: 
1
Pages: 
1
Authors
Venkat Ramaswamy and Naveen Chopra
Published Date
2014

Source

Strategy & Leadership
Volume: 
42
Issue: 
2
Pages: 
12-18
Authors
Brian Leavy (Interview with Venkat Ramaswamy)
Published Date
2014

Source

Strategy & Leadership
Volume: 
42
Issue: 
1
Pages: 
9-16

Re-thinking Surplus: Embracing Co-Creation Experiences in Economics

Authors
Avik Chakrabarti and Venkat Ramaswamy
Published Date
2014

Source

BE Journal of Economic Analysis and Policy (Advances Tier)
Volume: 
14
Issue: 
4
Pages: 
1283-1297
Authors
Brian Leavy (Interview with Venkat Ramaswamy)
Published Date
2013

Source

Strategy & Leadership
Volume: 
41
Issue: 
6
Pages: 
11-17
Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
2013

Source

Strategy and Leadership
Volume: 
41
Issue: 
6
Pages: 
5-10

Co-Creating Development

Authors
Venkat Ramaswamy
Published Date
09/2011

Source

World Bank Development Outreach Magazine
Volume: 
13
Issue: 
2
Pages: 
38-43

Ramaswamy, Venkat (2011), "It's About Human Experiences, and Beyond, to Co-Creation", Industrial Marketing Management, 40, 2, February.

Authors
Venkat Ramaswamy
Published Date
02/2011

Source

Industrial Marketing Management
Volume: 
40
Issue: 
2
Pages: 
175-330

Ramaswamy, Venkat and Francis Gouillar (2011) Building a Co-Creative Performance Management System, Harvard Business Publishing, Balanced Scorecard Report, 13, 2, March-April.

Authors
Venkat Ramaswamy and Francis Gouillart
Published Date
2011

Source

Harvard Business Publishing

Ramaswamy, Venkat and Francis Gouillart (2010), Building the Co-Creative Enterprise, October.

Authors
Venkat Ramaswamy and Francis Gouillart
Published Date
10/2010

Source

Harvard Business Review
Volume: 
88
Issue: 
10
Pages: 
100-109

Ramaswamy, Venkat (2009), "Co-Creation of Value: Towards an Expanded Paradigm of Value Creation," Marketing Review St. Gallen, 6, 11-17.

Authors
Venkat Ramaswamy
Published Date
2009

Source

Marketing Review
Volume: 
26
Issue: 
6
Pages: 
11-17

Ramaswamy, Venkat (2009), "Leading the Transformation to Co-Creation of Value," Strategy and Leadership, 37, 2. Winner of the Emerald Literati Award.

Authors
Venkat Ramaswamy
Published Date
2009

Source

Strategy and Leadership
Volume: 
37
Issue: 
2
Pages: 
32-37

The Co-Creation Paradigm

Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
2014

Source

Stanford Univeristy Press

The Power of Co-Creation: Build It With Them to Boost Growth, Productivity, and Profits

Authors
Venkat Ramaswamy and Francis Gouillart
Published Date
10/2010

Source

Simon & Schuster Free Press

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