Dynamic Relationality Theory of Creative Transformation: Grounding Machinic Ecosystems in Life Experiences

Dr. Kerimcan Ozcan is an Associate Professor of Marketing at the School of Business and Global Innovation, Marywood University, USA. His expertise encompasses co-creation, interactive platforms, digitalization, strategy, and various facets of marketing such as branding, customer service, and industrial/B2B marketing. His current work emphasizes the fusion of human-AI interactions and their transformative impact on organizational and societal systems. This research highlights how the dynamic relationalities of machinic ecosystems and life-experiences coalesce into strategic organizational transformations, helping organizations navigate their evolving ecosystems. Forthcoming contributions extend the current work into real-world applications, with projects that bridge theoretical advancements with hands-on strategies for organizational growth, including strategic engagement with AI, co-innovation platforms, and ecosystem-based value creation. Dr. Ozcan’s prior scholarly work includes The Co-Creation Paradigm co-authored with Dr. Ramaswamy, published by Stanford University Press, along with contributions to Journal of Marketing, Journal of Business Research, International Journal of Research in Marketing, and Harvard Business Review. Previously, he taught at several other universities (including University of Michigan and International University of Japan) and held engineering roles in various industries. His research has garnered support from entities such as Japanese Ministry of Education, Science, and Technology, and the University of Michigan Tauber Manufacturing Institute. Dr. Ozcan received a Ph.D. in Marketing and an M.A. in Applied Economics from the University of Michigan (Ann Arbor), an M.S. in Management from Georgia Institute of Technology, and a B.S. in Electrical and Electronics Engineering from Boğaziçi University.

Dr. Venkat Ramaswamy serves as Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA, contributing to innovation, strategy, marketing, branding, IT, operations, and organizational behavior. His scholarly work and practical implementation of ideas have earned him global recognition. In 2004, Ramaswamy, alongside C.K. Prahalad, introduced the concept of Co-Creation in The Future of Competition (Harvard Business School Press) offering a new perspective on value generation through experiential environments and collaborative practices. This concept was further explored in influential articles in Harvard Business Review and Sloan Management Review, focusing on interactive value creation and innovation from an individual experience standpoint. From 2005 to 2010, Ramaswamy’s research addressed the impact of digital and social media, technological convergence, and IT-enabled services on organizational engagement platforms, emphasizing the importance of using lived experiences to enhance interactions, as discussed in "Building the Co-creative Enterprise" (Harvard Business Review). In 2010, The Power of Co-Creation (Free Press) co-authored with F. Gouillart, examined co-creation platforms across various industry sectors, highlighting the transition from traditional product offerings to interactive, value-creating platforms. His 2014 book, The Co-Creation Paradigm (Stanford University Press) co-authored with K. Ozcan, advocated for a shift in individual and institutional engagement to foster a collaborative economy and society. Dr. Ramaswamy's ongoing research focuses on systemic transformations through digitalized societal ecosystems, aiming to enhance wellbeing, wealth, and welfare. His mentorship extends globally, guiding enterprises in adopting co-creative practices and building management capabilities. Dr. Ramaswamy holds a Ph.D. in marketing from Wharton School of University of Pennsylvania and a B.Tech. in Mechanical Engineering from Indian Institute of Technology.