subtitled "Propaganda and Marketing versus Global Co-Creation", this presents global trends as the context for the move away from "marketing as propaganda" to the new world of global co-creation

1. Relationships versus Contacts:
Propaganda & Marketing
vs
Global Co-Creation
Professor Prabhu Guptara
prabhusguptara@gmail.com

3. The Generations of Technology
(moving from “craft” technology)
•Automate existing processes

4. The Generations of Modern Technology
• Automates existing processes (up to Artificial Intelligence)
•Builds bridges between parts of a
corporation that had little to do with
each other

5. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do
with each other
•Cancels traditional divisions and
creates entirely new divisions in the
way you can organise a company

6. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to
do with each other
• Cancels traditional divisions and creates entirely new divisions
in the way you can organise a company
•Destroys the walls between an
organisation’s internal divisions

7. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with
each other
• Cancels traditional divisions and creates entirely new divisions in the way
you can organise a company
• Destroys the walls between an organisation’s internal divisions
•Eliminates boundaries
between industries

8. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each
other
• Cancels traditional divisions and creates entirely new divisions in the way you can
organise a company
• Destroys the walls between an organisation’s internal divisions
•Eliminates boundaries between
industries, time & space

9. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had
little to do with each other
• Cancels traditional divisions and creates entirely new
divisions in the way you can organise a company
• Destroys the walls between an organisation’s internal
divisions
• Eliminates boundaries between industries, time & space
• Fosters the illusion of OMNISCIENCE
(Google Glasses, Big Data, Quantum
Computing…)

10. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a
company
• Destroys the walls between an organisation’s internal divisions
• Eliminates boundaries between industries, time & space
• Fosters the illusion of omniscience
•Generating the Internet’s peer-to-peer economic &
social practices,
just extending FROM music, publishing etc.
TO energy, logistics, and manufacturing

11. The Generations of Modern Technology
• Automates existing processes
• Builds bridges between parts of a corporation that had little to do with each other
• Cancels traditional divisions and creates entirely new divisions in the way you can organise a
company
• Destroys the walls between an organisation’s internal divisions
• Eliminates boundaries between industries, time & space
• Fosters the illusion of omniscience
• Generating the Internet’s peer-to-peer economic & social practices, just extending FROM
music, publishing etc. TO energy, logistics, and material fabrication
(a Collaborative Commons
displacing industrial capitalism?)

13. The Corporate Perspective/
Production of goods/ services
•Artisanal: individual producer dependent on
friends and family for any necessary support in
terms of purchasing, production, sales, delivery….

14. Production of goods/ services
• Artisanal:
•Industrial: based on ownership of
capital, land, and other resources -
including “loyal full-time employees”

15. Production of goods/ services
• Artisanal:
• Industrial:
•“Manufacturing for one” ( or “custom-
manufacturing”): customers interface with the
existing production system to “assemble” a
product or service from pre-existing choices

16. Production of goods/ services
• Artisanal
• Industrial
• “Manufacturing for one” ( or “custom-manufactured”)
•All dependent on the model:
production-sales

17. Production of goods/ services
• Artisanal
• Industrial
• “Manufacturing for one” ( or “custom-manufactured”)
• All dependent on the model: production-sales
•Assumption: knowledge, expertise, technique
reside with the producer

19. The consumer perspective
•End of WWII reveals a world of scarcity:
the problem was simply:
• not enough product!!!

21. Meanwhile, customers… - 1
• From around 2000 AD:
•Education and ever more user-friendly
technology lead to the public becoming
increasingly knowledgeable, experienced
and savvy

22. • From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly
knowledgeable, experienced and savvy “customers”
•Falling technological, regulatory and
financial barriers to entry mean that
these customers may just organise
things for themselves!
Meanwhile, customers… -2

23. • From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly
knowledgeable, experienced and savvy “customers”
• Falling technological, regulatory and financial barriers to entry mean
that these customers may just produce things for themselves
•Not only that, but they could even
become competitors!
Meanwhile, customers… -3

24. Meanwhile, customers… - 4
• From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly
knowledgeable, experienced and savvy “customers”
• Falling technological, regulatory and financial barriers to entry mean that
these customers may just produce things for themselves – and even
become competitors!
•Companies began to respond
by re-configuring their entire
business model

25. Meanwhile, customers… - 5
• From around 2000 AD:
• Education and technology-user-friendliness lead to increasingly knowledgeable, experienced and savvy
“customers”
• Falling technological, regulatory and financial barriers to entry mean that these customers may just produce
things for themselves – and even become competitors!
•Companies began to respond by re-configuring
their entire structure:
•Engaging in dialogue with customers
•Mobilising communities
•Co-creating the content of their experience

26. In the world of information/content:
•User-generated content: blogs,
discussion forums, posts, chats,
tweets, podcasting, pins, digital
images, video files, audio files,
etc. created by users of an
online system or service

27. But what about “open access”?
• Cost-free access to content, e.g. in published peer-reviewed scholarly
journals… which are otherwise (still!) extremely expensive
• Their subscription prices have risen at triple the rate of inflation for
the past three decades (Harvard Magazine, issue 1, 2015)
• In 2014, the most expensive journals subscribed by Harvard libraries
were
• the monthly Journal of Comparative Neurology (John Wiley) at $28,787
• and
• the weekly Science (American Association for the Advancement of Science) at
$26,675

28. Open Content - examples
“Open Textbooks”: easily updatable, can be modified
according to a teacher's needs

29. Open Collaboration
• e.g. Wikipedia

30. In the world of Information Technology
itself
OPEN-SOURCE SOFTWARE .
• users have full access to the source code, e.g. for the purpose of
study
• Can make their own changes and improvements to the source code,
and
• Distribute the software to anyone and for any purpose!

31. The world of manufacturing has “user-innovation”

32. Nike gave customers online tools to design
their own sneakers

33. Open Advertisement/ PR/ Marketing

35. Did Cloud lead to the Sharing Economy?

43. Relationships versus Contacts:
Beyond Propaganda & Marketing
towards
Global Co-Creation
Professor Prabhu Guptara
prabhusguptara@gmail.com