| Co-creation experiences: The next practice in value creation CK Prahalad, V Ramaswamy Journal of interactive marketing 18 (3), 5-14, 2004 | 9788 | 2004 |
| Co-opting customer competence CK Prahalad, V Ramaswamy Harvard business review 78 (1), 79-90, 2000 | 5346 | 2000 |
| The future of competition: Co-creating unique value with customers CK Prahalad, V Ramaswamy Harvard Business Press, 2004 | 5286 | 2004 |
| Co‐creating unique value with customers CK Prahalad, V Ramaswamy Strategy & leadership 32 (3), 4-9, 2004 | 3377 | 2004 |
| Effects of brand local and nonlocal origin on consumer attitudes in developing countries R Batra, V Ramaswamy, DL Alden, JBEM Steenkamp, S Ramachander Cultural psychology, 83-96, 2014 | 1890 | 2014 |
| The new frontier of experience innovation CK Prahalad, V Ramaswamy MIT Sloan management review, 2003 | 1386 | 2003 |
| An empirical pooling approach for estimating marketing mix elasticities with PIMS data V Ramaswamy, WS DeSarbo, DJ Reibstein, WT Robinson Marketing science 12 (1), 103-124, 1993 | 1310 | 1993 |
| The power of co-creation: Build it with them to boost growth, productivity, and profits V Ramaswamy, FJ Gouillart Simon and Schuster, 2010 | 846 | 2010 |
| What is co-creation? An interactional creation framework and its implications for value creation V Ramaswamy, K Ozcan Journal of business research 84, 196-205, 2018 | 806 | 2018 |
| Building the co-creative enterprise V Ramaswamy, F Gouillart Harvard business review 88 (10), 100-109, 2010 | 734 | 2010 |
| The co-creation connection CK Prahalad, V Ramaswamy Strategy and business, 50-61, 2002 | 662 | 2002 |
| Conjoint measurement: Methods and applications A Gustafsson, A Herrmann, F Huber Springer Science & Business Media, 2013 | 610 | 2013 |
| Brand value co-creation in a digitalized world: An integrative framework and research implications V Ramaswamy, K Ozcan International Journal of Research in Marketing 33 (1), 93-106, 2016 | 600 | 2016 |
| The co-creation paradigm V Ramaswamy, K Ozcan Stanford University Press, 2014 | 599 | 2014 |
| Co‐creating value through customers' experiences: the Nike case V Ramaswamy Strategy & leadership 36 (5), 9-14, 2008 | 578 | 2008 |
| It's about human experiences… and beyond, to co-creation V Ramaswamy Industrial marketing management 40 (2), 195-196, 2011 | 532 | 2011 |
| Leading the transformation to co‐creation of value V Ramaswamy Strategy & Leadership 37 (2), 32-37, 2009 | 481 | 2009 |
| Market segmentation with choice-based conjoint analysis WS DeSarbo, V Ramaswamy, SH Cohen Marketing Letters 6, 137-147, 1995 | 430 | 1995 |
| Customer satisfaction for financial services: the role of products, services, and information technology MS Krishnan, V Ramaswamy, MC Meyer, P Damien Management science 45 (9), 1194-1209, 1999 | 366 | 1999 |
| Przyszłość konkurencji: współtworzenie wyjątkowej wartości wraz z klientami CK Prahalad, V Ramaswamy Polskie Wydaw. Ekonomiczne, 2005 | 361 | 2005 |
