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The Future of Competition
book

The Future of Competition

by C. K. Prahalad, Venkat Ramaswamy
February 2004
Intermediate to advanced
272 pages
7h 14m
English
Harvard Business Review Press
Content preview from The Future of Competition

Chapter Four

EXPERIENCE INNOVATION

IN CHAPTER 2 we encountered Sumerset, the manufacturer that is transforming the process of buying a houseboat into a richly satisfying, individualized co-creation experience for its customers. The very nature of Sumerset’s business dictates that the firm serve a limited number of wealthy, well-educated customers. Can the same process work with mass-marketed products?

In contrast, recall Napster (chapter 3) and the inherent difficulties in dealing with a mass-market phenomenon where the individual consumer is not visible or identifiable. The tensions in co-creating under those circumstances are clear, as well as the tension between company think and consumer think. What if, given the heterogeneity of individuals, ...

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Publisher Resources

ISBN: 9781422160749