Venkat Ramaswamy

Dr. Venkat Ramaswamy serves as Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA, contributing to innovation, strategy, marketing, branding, IT, operations, and organizational behavior. His scholarly work and practical implementation of ideas have earned him global recognition. In 2004, Ramaswamy, alongside C.K. Prahalad, introduced the concept of Co-Creation in The Future of Competition (Harvard Business School Press) offering a new perspective on...See more

Dr. Venkat Ramaswamy serves as Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA, contributing to innovation, strategy, marketing, branding, IT, operations, and organizational behavior. His scholarly work and practical implementation of ideas have earned him global recognition. In 2004, Ramaswamy, alongside C.K. Prahalad, introduced the concept of Co-Creation in The Future of Competition (Harvard Business School Press) offering a new perspective on value generation through experiential environments and collaborative practices. This concept was further explored in influential articles in Harvard Business Review and Sloan Management Review , focusing on interactive value creation and innovation from an individual experience standpoint. From 2005 to 2010, Ramaswamy's research addressed the impact of digital and social media, technological convergence, and IT-enabled services on organizational engagement platforms, emphasizing the importance of using lived experiences to enhance interactions, as discussed in "Building the Co-creative Enterprise" (Harvard Business Review). In 2010, The Power of Co-Creation (Free Press) co-authored with F. Gouillart, examined co-creation platforms across various industry sectors, highlighting the transition from traditional product offerings to interactive, value-creating platforms. His 2014 book, The Co-Creation Paradigm (Stanford University Press) co-authored with K. Ozcan, advocated for a shift in individual and institutional engagement to foster a collaborative economy and society. Dr. Ramaswamy's ongoing research focuses on systemic transformations through digitalized societal ecosystems, aiming to enhance wellbeing, wealth, and welfare. His mentorship extends globally, guiding enterprises in adopting co-creative practices and building management capabilities. Dr. Ramaswamy holds a Ph.D. in marketing from Wharton School of University of Pennsylvania and a B.Tech. in Mechanical Engineering from Indian Institute of Technology. See less