ABSTRACT
Following the original work of Prahalad and Ramaswamy(2004a, 2004b, 2004c), therehas beengrowing recognition ofthede-centering and democratization ofcompany brands, within thebroader umbrella of co-creating brands and co-creative brand management systems, togetherwith the active participation of stakeholding individuals in creatingpurpose-drivenbrands andvaluable impacts together(Ind & Schmidt, 2020; Ramaswamy & Ind, 2021).In this view(Ramaswamy & Ozcan, 2020),co-creationentailsa broader emergentlived experiencespace ofwhich individuals themselvesarean integral part, personally and collectively, along with rapidlyevolving smart connected offerings engagingthem throughmultiple modes of interactions.Theco-creation paradigm(Ramaswamy, 2020; Ramaswamy & Ozcan, 2014, 2018a, 2018b, 2020,2021)providesa novel, unifying perspective ofvalue creationby anchoring its theorizationinarelationalontology(Ramaswamy & Ozcan, 2018b, 2020, 2021)oflived-experience ecosystemsanddevelopmental impactsviapurpose-builtinteractive platformizationin the value creationalsystemofincreasinglydigitalized flows of engagements.This chapter discusses how enterprisesmust embracefivefundamentalfacets of experiencers,engagements, platforms, ecosystems, andimpacts(Ramaswamy, 2020), withtheenactment ofcreation via flows ofagencing-structuringinteractionsat its conceptual core(Ramaswamy & Ozcan, 2021).
