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Partnering with the customer

Brian Leavy (Brian Leavy is AIB Professor of Strategic Management at Dublin City University Business School ( and a contributing editor of Strategy & Leadership. He has authored more than 40 articles and three books (Strategy and Leadership, co‐authored with David Wilson; Strategy and General Management, co‐edited with James S. Walsh; and Key Processes in Strategy).)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 June 2004



With their new theory about the coming revolution in value creation, C.K. Prahalad and his new collaborator, Venkat Ramaswamy, seek to go further than they or other strategy writers have gone. In their new book The Future of Competition (Harvard Business School Press, 2004), they aim to shift our whole business paradigm, or “dominant logic”, by impelling us to rethink the very nature of competition as we have come to know it. The fundamental idea in The Future of Competition is that in the business world of tomorrow, value will be interactively co‐created by companies and consumers, rather than merely exchanged between them. The emergence of more connected, informed and active consumers is transforming the company‐consumer relationship. We are moving from a world in which our view of value creation is company‐centric and product/service focused to one that will be more consumer‐centric and experience focused. The transition will not happen overnight, but the implications are enormous, and already visible to those who know where to look.



Leavy, B. (2004), "Partnering with the customer", Strategy & Leadership, Vol. 32 No. 3, pp. 10-13.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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