Gaurav Bhalla's New Book Helps Companies Connect and Co-Create Value with Customers in Novel Ways

RESTON, Va., Nov. 12, 2010 /PRNewswire via COMTEX/ -- Collaboration and Co-Creation: New Platforms for Marketing and Innovation is a book about customer-centric methods of value creation. Using a simple, but robust, Listen-Engage-Respond framework, the book helps B2B, B2C, and nonprofit companies and organizations systematically design and implement effective collaborative innovation programs that produce a greater value for customers than if the company or organization had acted on its own. The book presents an alternative to traditional, firm-centric methods of value-creation, and offers companies and organizations new platforms for thinking of and implementing marketing and innovation activities.

To view the multimedia assets associated with this release, please click: There is a reason why collaborating with customers to co-create new, customizable, and unique customer experiences is a hot item on the strategic agenda of most companies. Today's empowered customers -- meaning better-educated, better-informed, and more creative -- armed with ubiquitous and Internet-enabled information and communication technologies are not just consumers of value, they are also co-producers of value. This new handshake, depicting a radically different way in which customers and companies/organizations interact, is not just trendy fashion, here today, gone tomorrow. Rather, the new handshake represents a fundamental shift in the way companies and organizations create customer-value.

But as with most things that require a change in behavior, migrating from recognizing the importance of something to actually doing something about it is not trivial. It is this gap that the book fills, with its Listen-Engage-Respond framework that will appeal to both left and right brain readers. The book takes the admonition "show, don't tell" to heart. It's a treasure trove of rich and contemporary business and social case studies that illustrate the value and dynamics of collaborative innovation. Examples and case studies range from the co-creation of the Oxford English Dictionary to the recently launched Marmite XO. Further, the case studies don't just stop with companies like Unilever, Nike, and Frito-Lay. The discussion also extends to Norway, Scotland, and Chicago, to demonstrate how the Listen-Engage-Respond framework of collaborative innovation is being used to co-create value in fields like healthcare, education, green behavior, and quality of life of those entering their twilight years.

Praise for Collaboration and Co-Creation "In today's customer-empowered world, collaboration and co-creation competencies are critical to the future growth of a company...Gaurav Bhalla offers a concrete framework and specific examples that managers can use to implement value co-creation programs with their customers. A must-read for companies not wishing to get left behind!" Vijay Govindarajan, Professor, Tuck School of Business, Dartmouth College "Collaboration and co-creation is the sweet spot for rethinking how companies should practice marketing and innovation...Gaurav Bhalla's book is very timely, and offers readers an effective way for building businesses around customers." Nicolas Mirzayantz, Group President, Fragrances, International Flavors and Fragrances "Based on my research it is clear that user co-creation is a strong driver for transforming the marketing and innovation programs of those companies that dare to listen and respond. Gaurav Bhalla provides a solid framework to guide this process and a rich set of case stories to explain why and how." Jacob Buur, Professor of Participatory Innovation, Research Director of SPIRE, University of Southern Denmark Gaurav Bhalla is an innovation, strategy, and marketing professional with 30+ years of global experience as a corporate executive, business consultant, entrepreneur, and executive education specialist. He has held Innovation, Strategy, and Brand Marketing positions at companies like Nestle and Richardson Vicks, has consulted with large Fortune 500 clients in the Pharmaceuticals, Technology, and Finance sectors, and has taught executive MBA courses in business schools at Duke University and at the University of Maryland. He is currently the CEO of Knowledge Kinetics, a customer value innovation company; a subject on which he blogs frequently at

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