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Co-Creation and Customization: An Interview

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Recently, I had the pleasure of being introduced to ICFAI University, one of India’s leading educational institutions, recognized for its skills in developing innovative educational programs and writing insightful case studies.  It is also a leading publisher, 18 magazines and 46 journals, in areas such as marketing, finance, environment, and health care. Effective Executive is […]

Peter Drucker’s Ideas and Legacy: A Centennial Celebration!

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Cogito ergo sum – one of Descartes’s most famous legacies – loosely translated as, I think, therefore I am. Peter Drucker had a similar way of introducing himself – I write – is how he used to introduce himself.  What Peter should have really said was – I think and I write, and I don’t […]

Rethinking Marketing: From Marketing Products to Cultivating Customers

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We are being constantly reminded, by scholars, practitioners, and journalists, that today’s individuals and business organizations live in a highly networked, interactive, and collaborative world.  This new reality has given rise to new customer behaviors, and to entirely new vocabularies.  The consumer is dead, long live Prosumers, Trysumers, and several other forms of  – – […]

AMA’s Future of Marketing Report – Light on Customer-Driven Innovation

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The American Marketing Association (AMA), Decision Strategies International, a global consultancy specializing in scenario planning, and a group of marketing leaders from industry and academics recently completed a project on the role of marketing in 2015 – Future of Marketing in 2015 – an American Marketing Association Special Report. After nearly a year of secondary […]

Customization and Co-Creation: A Conversation with Page Moreau

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Page Moreau is an Associate Professor of Marketing at the Leeds School of Business at the University of Colorado in Boulder.  She obtained her Ph.D. In Marketing from Columbia University.  Her research interests span the areas of customization, value co-creation, innovation, and customer collaboration.  Her 2005 paper: Designing the Solution: The Impact of Constraints on […]

Collaboration and Co-Creation of Social Value: Government, Citizens, and Sustainable Cities

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The next few years are likely to witness numerous environmental initiatives around the globe.  For starters, the 2009 UN Climate Change Conference is expected to update the Kyoto Protocol.  Additionally, several countries are looking to green policy stimulus packages to pull them out of the current recession. At recent G20 conferences, Japan and South Korea trumpeted […]

Customer Collaboration and Cause-Driven Marketing

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You can hardly turn on the television or open a newspaper without witnessing a company’s advertisements featuring its “green” or “sustainable” products or business practices.  In response to rapidly growing demand from consumers, the market for these products tripled between 2007 and 2008 with Nielsen predicting a marketplace of more than $400 billion in 2010. […]

Fairness and the Innovation Imperative

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What do you make of the following? Protests in front of luxurious homes of AIG executives in USA Windows at the Royal Bank of Scotland smashed during the recently concluded G20 summit in London 3M and Caterpillar executives held by angry employees in France for several hours before being released Not exactly the second coming […]