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Venkatram Ramaswamy

Venkatram Ramaswamy

Professor of Marketing and Computer and Information Systems



Ph.D., University Of Pennsylvania
B. Tech, Indian Institute Of Technology, Chennai

Venkat Ramaswamy is Hallman Fellow of Electronic Business and Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA. He is a globally recognized thought leader, idea practitioner, and eclectic scholar with wide-ranging interests in innovation, strategy, marketing, branding, IT, operations, and the human side of the organization.

He is a prolific author of numerous articles—including the popular 2000 Harvard Business Review article “Co-opting Customer Competence” and the 2003 MIT-PricewaterhouseCoopers award-winning Sloan Management Review article “The New Frontier of Experience Innovation” (both coauthored with C. K. Prahalad) as well as the 2009 Emerald Literati award-winning Strategy & Leadership article “Leading the Transformation to Co-Creation of Value”, and the 2010 article in the Harvard Business Review on “Building the Co-Creative Enterprise, based on his new book The Power of Co-Creation: Build It With Them to Boost Growth, Productivity, and Profits (Free Press, October 2010; co-authored with Francis Gouillart).

His previous award-winning book in 2004, The Future of Competition (with C. K. Prahalad), introduced co‑creation as a revolutionary business concept. Venkat is also a sought-after speaker and a mentor to global firms seeking to become a co-creative enterprise. He has helped several organizations across the United States, Europe, Asia, and Latin America conceive and execute new business ideas through co‑creation, and build management capabilities for co‑creation inside their organizations.

Venkatram Ramaswamy
Stephen M. Ross School of Business
University of Michigan
701 Tappan St.
Ann Arbor, MI 48109-1234

Office Location: R5440

Phone: (734) 763-5932
E-Mail: venkatr@umich.edu
Personal Site
Google Scholar Site



Working Papers | Faculty Vita
Marketing Web Site