[01] C. Lalruatsanga, Fellow Programme in Management (Marketing Area), Indian Institute of Management Indore, Prabandh Shikhar, Indore, Madhya Pradesh, India.

The concept of value co-creation as highlighted by the Service Dominant Logic (SD Logic) has stressed the importance of customers importance as an active resource in creating and developing new market offerings. This study analyses a very simple model of value co-creation process and also a new terminology termed as Customer Knowledge Management (CKM). The CKM process in a marketer transforms the customer into a co-value creator, endowing him/her with new competencies and benefaction opportunities also known as prosumer.

Service Dominant Logic, Value Co-Creation, Customer Knowledge Management, Prosumerism

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