Born Coimbatore Krishnarao Prahalad in the southern Indian state of Tamil Nadu , he earned a degree in physics from the University of Madras. He went on to. COIMBATORE KRISHNARAO PRAHALAD, universally known as C.K., was the most creative management thinker of his generation. Coimbatore Krishnarao Prahalad was born Aug. 8, , in Coimbatore, in the southern Indian state of Tamil Nadu. After graduating from the.

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For more than a decade now, Coimbatore Krishnarao Prahalad, or C. Prahalad, has been the best-known management guru from India. In the book, co-authored with colleague M.

Krishnan he’s Professor of Business Information and TechnologyPrahalad, 57, argues that “we have finally reached the point where the confluence of connectivity, digitization, and the convergence of industry and technology boundaries are creating a new dynamic between consumers and the firm”. This firm- and product-centric view is being rapidly replaced by a personalised experience and a cocreation view of value.

Sridharan on innovation and his own intellectual journey over the years. Prahalad What is C. If one looks at, say, Michael Porter, one knows that he’s about strategy. Philip Kotler is about marketing, Noel Tichy is about leadership, and Clayton Christensen is about innovation. InI co-authored with Yves L. Doz a book called The Multinational Mission: Balancing Local Demands and Global Vision, arguing that global and local are essential parts of being a multinational. That sparked a whole line of research.

My sense is it’s an attitude of mind that you want to focus on the next practice and not the best practice. You never know fully whether what you are saying will happen or not because you’re amplifying weak signals and connecting the dots and trying to see a pattern, when the pattern is not fully evolved. But each of your books also builds on the previous one. To that extent innovation, in a broad sense, emerges as the connecting theme.

From Day One, my work has been about strategy, so it’s not that I’ve strayed too much. And the work has been about innovation, it’s been about value creation or wealth creation, if you want to talk about it that way.

But I’ve always strived to look at perspective that is somewhat different. So in this bookthe starting point for me is, if cocreation is taking root, if bottom of the pyramid is becoming a reality, on top of it you have connectivity, which eliminates asymmetry of information, digitization, which reduces dramatically the costs so that hi-tech is no longer the privilege of only the rich, if industry boundaries are cracking up, and then social networks are emerging, it must have something to do with value creation.

And it must change the very locus and the sources of innovation because, today, instead of a small group of people sitting and thinking about innovation, you can have three billion people not only being micro-producers and micro-consumers, but micro-innovators. Will it happen overnight? But everybody has an opportunity to contribute to innovation. Not every consumer may want to be a co-creator… Co-creation by definition is voluntary.


You can’t force a person to co-create with you. And co-creation is about experience and experience is always contextual and personal. You have this experience and you have your own reference group to give meaning to that experience.

If co-creation is voluntary, then a company may or may not tap its potential value fully. Is there some way in which companies can engage this important consumer segment in co-creation?

It’s now the era of micro-innovators: C.K. Prahalad

There are ways in which you can engage them. One is, put the beta version out there. That’s what all the software companies do. The other one is active blogging, when people start talking about what are and what are the things that they want to see and bother them.

That is another way of mining that information. Third is to pose a question and move it out. If you look at it, co-creation has been happening after a fashion ever since modern management has been around.

For example, market research and capturing customer voice, it’s all an attempt at co-creation. What’s different about co-creation this time around? Market research is about asking your questions and getting responses from, say, focus groups. But co-creation is not about asking your questions. It’s trying to understand their questions. Even CRM, which is supposed to be customer-focussed, is a very firm-centric view of the consumer.

I am trying to understand you better so that I can take more money out of your wallet. It is not creating something together. But what we are really talking about is co-creation, which takes it one step further, where you have to have access, transparency, dialogue and a deep understanding of risk and benefit.

Toyota allows its customers to design their own cars. Would you call that co-creation? But it’s only while buying the car-the question is, what happens after?

You are nice to me till I buy the car. Once the transaction is over, you forget me for the next five years. Except when I come to the dealer for service- and the dealer does not necessarily transfer the information back to the company. What can OnStar do? I can establish a daily relationship with the customer.

I’m travelling with ocimbatore small baby krixhnarao school every day. I live in Pikes Peak Colorado. I can now tell you weather information, I have your car information, I know where you are because of GPS, I can help you with your child krishnadao be safe. Now, that is building a relationship.

C.K. Prahalad Bio

Is co-creation easier in certain kinds of industries or would you argue that it’s possible across industries? It is possible across industries, that’s the spirit of the book.

In some, it is so obvious. Financial services, it is so obvious. FMCG, it’s not that obvious, unless you think about it.

For example, we talk about Pond’s Institute in the book. Coimbatire Institute can now come and measure your skin texture, moisture content, all of that.

Then they can sit with krishnagao, either remotely or face-to-face, and then say “okay, this is how you want to look. If you want to look this way, these are the products that we suggest. We can modify the products to suit your condition.


This is how much it will cost”. Then you can say “No, I can’t afford this” or “It’s okay” and then you get a different set of products. Is information technology the centrepiece to all this co-creation activity? If that is the case, what happens to an economy like India where IT isn’t krrishnarao pervasive?

We have only 50 million internet users. No, but I think cellphones, we have million. And it’s going to be million. So the question is, how do you get cellphone as rkishnarao device of choice and not necessarily the internet and coibatore PC.

I’ll give you a very simple example. We assume PC-based banking is key, so someone in the Philippines invents text-based management, small transactions and also remittances based on text messaging.

I can send money from the Philippines or the Gulf, to my grandmother in the village. So it happened in combatore Philippines first. Now we are going to do the same… now we are going one step further, you don’t have to have an account number or an ATM understanding. I’ll send you an SMS message with an encrypted code, with an amount of money. You take that cellphone with that encrypted code to krlshnarao ATM machine and you’ll be able to withdraw that money.

So the machine would know the amount to be withdrawn because it is encrypted. Now, think about this: We had to invent the biometric ID because most people in our villages cannot read or write.

So, all our disadvantages can be converted into an advantage and India can become a huge laboratory for the next business model innovation. For a market like India, would you say that co-creation is an even bigger necessity for innovation than it is, say, for a developed country?

Exactly, it is a bigger necessity because you want the people you’re aiming to serve to help you understand, what it is that they want. We don’t want to assume that people in the villages want to do this, they may want something else. And I’ve been working on a project with BP on building chulhas. We went to the villagers and asked them. And they gave us lots of input. Prahwlad told us how to put the fan, how to make it battery operated.

Two, we worked with the Indian Institute of Science to build the praahalad steel with ceramic coating inside-and we worked with village entrepreneurs to pelletise biomass, so it increases the efficiency from 10 per cent coimbatorr 45 krishhnarao cent.

Andunits have been sold commercially at Rs apiece.

C. K. Prahalad – Wikipedia

To me, the coinbatore issue in India is not technology. We have the best IT companies here, we have analytical skills here. We have to just embrace them and use them.