259
NOTES
Introduction
5 “The intellectual underpinnings . . .”: C. K. Prahalad and Venkat Ra-
maswamy, The Future of Competition: Co-creating Unique Value with Cus-
tomers,
Harvard Business School Publishing, Boston, 2004.
5 “This was the substance of the book . . .”: C. K. Prahalad, The Fortune at
the Bottom of the Pyramid: Eradicating Poverty through Profits, Wharton
School Publishing, Upper Saddle River, N.J., 2006. See also Allen L.
Hammond, William J. Kramer, Robert S. Katz, Julia T. Tran, and
Courtland Walker, The Next 4 Billion: Market Size and Business Strategy
at the Base of the Pyramid, World Resources Institute (WRI), Washing-
ton, D.C., and International Finance Corporation (IFC), World Bank,
Washington, D.C., 2007.
Chapter 1
12 “Now consider an alternative . . .”: More details on the Web site
www.TutorVista.com.
13 “Initial results show . . .”: Steve Lohr, “Hello, India? I Need Help with
My Math,” New York Times, October 31, 2007.
22 “We will use the acronym DART . . .”: C. K. Prahalad and Venkat Ra-
maswamy, The Future of Competition: Co-creating Unique Value with Cus-
tomers, Harvard Business School Press, Boston, 2004.
22 “This initiative . . .”: Ian Cowie, “Norwich Union: Pay as You Drive,”
Telegraph UK, December 22, 2007. See also www.norwichunion.com.
Copyright © 2008 by C. K. Prahalad and M. S. Krishnan. Click here for terms of use.
23 “The disk drives are made by Toshiba . . .”: Reg Linden, Kenneth L.
Kraemer, and Jason Dedrick, “Who Captures Value in a Global Innova-
tion System? The Case of Apple’s iPod,” Personal Computing Industry
Center (PCIC) Working Paper, Paul Merage School of Business, Uni-
versity of California, Irvine, June 2007.
24 “In order to serve that one consumer better . . .”: Brad Stone, “Sold on
eBay, Shipped by Amazon.com,” New York Times, April 27, 2007.
26 “Low cost (mass production) and differentiation (variety) . . .”: Michael
E. Porter, Competitive Strategy: Techniques for Analyzing Industries and
Competitors, Free Press, New York, 1980 (new edition: Free Press,
2004).
28 “The focus on the poor as active consumers . . .”: C. K. Prahalad, The
Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits,
Wharton School Publishing, Upper Saddle River, N.J., 2006.
28–29 “OnStar, the telematics network of General Motors . . .”: Peter
Koudal, Hau L. Lee, Barchi Peleg, Paresh Rajwat, and Seungjin
Whang, OnStar: Connecting to Customers through Telematics, Stanford
Graduate School of Business Case Study GS38, 2004.
30 “Consumers are increasingly . . .”: C. K. Prahalad and Venkat Ra-
maswamy, “Co-opting Customer Competence,” Harvard Business Re-
view, January 2000.
31 “They offer advice . . .”: Ibid.
40 “For example, MySpace reports . . .”: “Social Graph-iti: There’s Less to
Facebook and Other Social Networks than Meets the Eye,” Economist,
October 18, 2007.
40 “Value for this new generation . . .”: C. K. Prahalad and M. S. Krishnan,
“The New Meaning of Quality in the Information Age,” Harvard Busi-
ness Review, September 1, 1999.
Chapter 2
60 “The transformation of ICICI . . .”: www.icicibank.com.
65 “The ICICI trading platform . . .”: Discussion with ICICI Bank senior
executives, www.icicibank.com.
74 “In a typical large firm . . .”: Paul Travis, “Breaking the 80-20 Rule of
IT Budgets,” Informationweek, February 21, 2005.
78 “The popular argument . . .”: Nicholas G. Carr, Does IT Matter? Infor-
mation Technology and the Corrosion of Competitive Advantage, Harvard
Business School Press, Boston, 2004.
79 “A business process is most broadly defined . . .”: Daniel Morris and Joel
Brandon, Reengineering Your Business, McGraw-Hill, New York, 1993.
260 NOTES

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