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INTRODUCTION
This book is a result of an interesting personal journey. C. K.
Prahalad had authored two books: The Future of Competition (with
Professor Venkat Ramaswamy) and The Fortune at the Bottom of the
Pyramid in 2004. While at a superficial level they appeared to be
unrelated, they presented a unified message. They touched on
three critical aspects of innovation and value creation. First, value
will increasingly be cocreated with consumers—be they rich con-
sumers in the West or very poor consumers in Bangladesh and In-
dia. Second, no single firm has the knowledge, skills, and resources
it needs to cocreate value with consumers. Every firm has to ...