Venkatram Ramaswamy

Professor of Marketing

Education
PhD University of Pennsylvania 1989
BTech Indian Institute of Technology
Chennai 1984
Biography

Venkat Ramaswamy is 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.

Latest Faculty News & Research
Featured Books
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...
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...
"Experience-verse” Creating Value in the Metaverse
Authors
Narayanan, K. and V. Ramaswamy
Published Date
2022
Authors
Narayanan, K. and V. Ramaswamy
Source
FICCI and IITMAA Metaverse Conference Report
Into the eXperience-verse: The Strategic Frontier of Cloud Business Innovation and Value Co-Creation
Authors
Ramaswamy, V. and K. Narayanan
Published Date
2022
Authors
Ramaswamy, V. and K. Narayanan
Source
Strategy and Leadership
Volume
50
Issue
5
How companies can learn to operate as co-creational, adaptive, “living” enterprises"
Authors
Ramaswamy, V. and Pieters, M. K.
Published Date
2021
Authors
Ramaswamy, V. and Pieters, M. K.
Source
Strategy and Leadership
Volume
49
Issue
2
Pages
3-8
Digitalized Interactive Platforms: Turning Goods and Services into Retail Co-Creation Experiences
Authors
Ramaswamy, V. and Ozcan, K.
Published Date
2020
Authors
Ramaswamy, V. and Ozcan, K.
Source
Marketing Intelligence Review
Volume
11
Issue
1
Pages
18-23
Leading the Experience Ecosystem Revolution - Innovating Offerings as Interactive Platforms
Authors
Ramaswamy, V.
Published Date
2020
Authors
Ramaswamy, V.
Source
Strategy and Leadership
Volume
48
Issue
3
Pages
3-9
The ‘Interacted’ Actor in Platformed Networks - Theorizing Practices of Managerial Experience Value Co-Creation
Authors
Ramaswamy, V. and Ozcan, K.
Published Date
2020
Authors
Ramaswamy, V. and Ozcan, K.
Source
Journal of Business and Industrial Marketing
Volume
35
Issue
7
Pages
1165-1178
Digitalized Interactive Platforms: Turning Goods and Services into Retail Co-Creation Experiences
Authors
Ramaswamy, V. and Ozcan, K.
Published Date
2019
Authors
Ramaswamy, V. and Ozcan, K.
Source
Marketing Intelligence Review
Volume
11
Issue
1
Pages
19-23
Offerings as Digitalized Interactive Platforms - A Conceptual Framework and Implications
Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
07/2018
Authors
Venkat Ramaswamy and Kerimcan Ozcan
Source
Journal of Marketing
Volume
82
Issue
July
Pages
19-31
What is Co-Creation? An Interactional Creation Framework and Implications for Value Creation
Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
2018
Authors
Venkat Ramaswamy and Kerimcan Ozcan
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
Authors
Venkat Ramaswamy and Kerimcan Ozcan
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
Authors
Mark Frigo, Hans Laessoe, and Venkat Ramaswamy
Source
Journal of Enterprise Risk Management
Volume
1
Issue
1
Pages
1
Re-thinking Surplus: Embracing Co-Creation Experiences in Economics
Authors
Avik Chakrabarti and Venkat Ramaswamy
Published Date
2014
Authors
Avik Chakrabarti and Venkat Ramaswamy
Source
BE Journal of Economic Analysis and Policy (Advances Tier)
Volume
14
Issue
4
Pages
1283-1297
Co-Creating Development
Authors
Venkat Ramaswamy
Published Date
09/2011
Authors
Venkat Ramaswamy
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
Authors
Venkat Ramaswamy
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
Authors
Venkat Ramaswamy and Francis Gouillart
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
Authors
Venkat Ramaswamy and Francis Gouillart
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
Authors
Venkat Ramaswamy
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
Authors
Venkat Ramaswamy
Source
Strategy and Leadership
Volume
37
Issue
2
Pages
32-37
Research Handbook on Brand Co-Creation
Authors
Ramaswamy, V. and K. Ozcan
Published Date
2022
Authors
Ramaswamy, V. and K. Ozcan
Source
UK: Edward Elgar
Pages
47-64
Brands as Co-Creational Lived Experience Ecosystems: An Integrative Theoretical Framework of Interactional Creation
Stefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach, and Adam Lindgreen
The Routledge Companion to Corporate Branding
Authors
Ramaswamy, V.
Published Date
2022
Authors
Ramaswamy, V.
Source
UK: Routledge
Pages
95-110
Embracing a Co-Creation Paradigm of Lived-Experience Ecosystem Value Creation
Oriol Iglesias, Nicholas Ind, and Majken Schultz
Interactional Creation of Health: Experience Ecosystem Ontology, Task, and Method
Authors
Venkat Ramaswamy
Published Date
2021
Authors
Venkat Ramaswamy
Source
Amazon Publishing
Foreword to Interactional Creation of Health
Chris Lawer
Co-Creating Brands
Authors
Venkat Ramaswamy
Published Date
2020
Authors
Venkat Ramaswamy
Source
Bloomsbury Publishing
Foreword to Co-Creating Brands
Nicholas Ind, and Holger J. Schmidt
Strategic Design: Creative Directions for a Changing WorldAndre Coutinho and Anderson Penha
Authors
Venkat Ramaswamy
Published Date
2020
Authors
Venkat Ramaswamy
Source
Alta Books
Foreword to Strategic Design
Andre Coutinho and Anderson Penha
The Co-Creation Paradigm
Authors
Venkat Ramaswamy and Kerimcan Ozcan
Published Date
2014
Authors
Venkat Ramaswamy and Kerimcan Ozcan
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
Authors
Venkat Ramaswamy and Francis Gouillart
Source
Simon & Schuster Free Press