Addressing Different Values Corporately – Nu Leadership Series

An intellectual is a man who takes more words than necessary to tell more than he knows.
Dwight D. Eisenhower

With fierce competition increasing on every plain, organizations are realizing something has to change. Communications continue to improve; there, the world continues to grow smaller. Change is all around us. Market forces are demanding more responsiveness from businesses. I have discussed the concepts of building organizational culture with the input of business stakeholders. Is co-creation of values a good thing, however? This is an interesting question. It is probably better suited for lawyers than scholars or business people. Let’s examine this matter closer.

First, I think co-creation of values runs counter to the genesis of value exposition. Prahalad and Ramaswamy, authors of The Future of Competition, maintain that consumer and firms should be intimately involved with value formation. Historically, businesses have provided products/services with little regard to customers’ values and their
inputs. Build a product and customers will come. However, products/services often reveal an organization’s value system. Therefore, organizations must connect with market values; however, I won’t make the leap of supporting co-creation.

Second, many people use religious configuration to support this new approach. However, I feel there is only one a biblical basis for this action. I believe value formation is developed and innate. God gives us discernment of good and bad; however, our environment plays a critical role. Prahalad and Ramaswamy portray an arrogant management structure that cares little for the opinion of others. Consequently, value creation does support the postmodern culture. Although value creation provides an innovative way of dealing with this leader shortsightedness, it has little biblical support. Competition is changing the status quo. Effective organizations are looking for numerous options. Co-creation of values may be a solution for some. Do your homework. Examine the positives. Make this decision before it is too late.


Hamel, G. (2002). Leading the Revolution. New York: Penguin Group.
Prahalad, C.K. & Ramaswamy, V. (2004). The Future of Competition: Co-creating Unique Value with Customers. Boston, MA: Harvard Business School Press.

© 2006 by Daryl D. Green