Philip Kotler

“The Co-creation Paradigm represents the next wave of strategic marketing and management. We need to train our students and re-train our executives to think in terms of co-creation and platform building. Inviting all stakeholders to co-create our business will lead to competitive insights and advantages that are unimaginable in traditional companies.”

—Philip Kotler
S.C. Johnson & Son Distinguished Professor of International Marketing,
Kellogg Graduate School of Management,
Northwestern University

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