Chris Lawer's blog points to Prahalad's upcoming book, The Future of Competition: Co-creating Unique Value with Customers.

Increasingly, individual customers interact with a network of firms and consumer communities to co-create value. No longer can firms autonomously create value. Neither is value embedded in products and services per se. Products are but an artifact around which compelling individual experiences are created. As a result, the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. These personalized co-creation experiences are the source of unique value for consumers and companies alike.

I hope the authors have read Beyond Branding, especially chapters like Whose Brand is it Anyway? and Brand, Dynamic Valuation, and Transparent Governance of Living Systems We're strong believers that the connected economy makes much conventional brand thinking redundant and antisocial. posted by Johnnie M, 9:50 AM  permalink