Co-Creating Value

I'm enjoying setting my sights on the modern marketing issues for 2006.  This is a nice nugget from C.K Prahalad talking in The Future of Competition: "Companies can no longer act autonomously, designing products, designing products, developing production processes, crafting marketing messages and controlling sales channels with little or no interference from consumers.  Consumers now seek to exercise their influence in every part of the business system.  Armed with new tools and dissatisfied with available choices consumers want to interact with firms and thereby co-create value.  The use of interaction as a basis for co-creation is at the crux of our emerging reality."  Well said.