Co-opting customer competence

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      <subfield code="c">by C. K. Prahalad and Venkatram Ramaswamy</subfield>
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      <subfield code="a">Customers as a source of competence: encouraging active dialogue,mobilizing customer communities, managing customer diversity, cocreating personalized experiences -- Managing personalized experience: managing multiple channels of experiences, managing variety and evolution, shaping customers' expectations -- Customers as competitors -- Preparing the organization</subfield>
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