Chapter 13 Co-creation power … the magic of elevation

The idea of business co-creation was first elaborated by C. K. Prahalad and V. Ramaswamy in a Harvard Business Review article, ‘Co-opting customer competence', published in 2000. They saw organisations co-creating products with their customers at different stages in the product cycle.

Threadless, founded by Jake Nickell and Jacob DeHart, manufactures T-shirts but it has never produced a flop, has minimal product returns and sells 100 per ...

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