Explanation:

Conversely, contemporary line of thinking is to involve the customer in the value creation process. That is why Mr. C.K. Prahalad and Venkat Ramswamy have argued that the source of competitive advantage lies in involving the customer in the value creation process. For more details you refer their article in “Indian Management” October 2005. Also refer their title “Future of Competition Co-creating Unique value with Customers” HSB Press 2004. This line of thinking goes well beyond mere marketing research.

This contemporary model upholds the significance of customer in the entire value quotation creation process. The authors C.K. Prahalad and Venkat Ram-swamy pointed out in the form of suggestion of a continuous dialogue and involvement of the customer in the value creation process; they outlined a model called DART which means Dialogue-Access Risk Assessment Transparency.