Venkat Ramaswamy is the Hallman Fellow of Electronic Business and Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor. He is a globally recognized thought leader, idea practitioner, and an eclectic scholar with wide-ranging interests in innovation, strategy, marketing, branding, IT, operations, and the human side of the organization. His award-winning book, The Future of Competition: Co-Creating Unique Value With Customers (with C. K. Prahalad), introduced co-creation as a revolutionary business concept.