Dynamic Relationality Theory of Creative Transformation

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.

• Part 1: Relational Dynamics1. Theorizing Relational Dynamics of Creative Transformation2. Grounding Machinic Ecosystems in Life-ExperiencesPart 2: Dynamic Relationality Theory3. Dynamic Relationalities in an Assemblage4. Dynamic Relationalities on Strata5. Dynamic Relationalities Across (Stacked) Strata6. Dynamic Relationalities of Relational DynamicsPart 3: Organizations and Creative Transformation7. Creative Transformation Along a Molar /Molecular Stack8. Diagrammatic Logic of Organizations in Ecosystems9. Organizational Morphology and Development10. Architectural Transformation in an EcosystemPart 4: Complex Transformative Emergence and Evolution11. Emergent Transformation in a Machinic Life-Experience Ecosystem12. Evolutionary Transformation in a Machinic Life-Experience Ecosystem

“…a much-needed theoretical framework which models how organizations can be transformed through co-intelligence. The depth and rigor of the book makes it an essential reading for scholars. However, the very interesting practical examples will also help managers to navigate the complexities of the co-intelligent business landscape.” Testimonial by Oriol Iglesias, Professor of Marketing, ESADE – Universitat Ramon Llull (Spain), 2025“…a sophisticated and timely theorisation of evolutionary change within machinic life-experience ecosystems. … illuminate[s] the entangled dynamics of human-machinic relationality across diverse matrices. Particularly compelling is the book’s applicability to patient care, where complex, adaptive interactions among technology, clinicians, and lived experience increasingly shape therapeutic pathways. … this work offers a vital contribution to posthuman thought, systems theory, and creative transformation across technological, organisational, and existential domains.” Testimonial by Cristian Ortiz-Villalón, MD PhD PhD MBA, Karolinska Institute (Sweden), 2025“Moving from an ontology grounded in fixed essences to one attuned to relations and processes is the defining feature of all contemporary social and political theory. Yet this move continues to bedevil scholars concerned to map new empirical coordinates for the social sciences. Offers a welcome breakthrough by presenting a systematic guide for empirical inquiry equal to the grand challenges of the age. … [It] sets out a new empiricism for the assemblage, presenting critical new tools for thinking about the transformations of work, life and culture.” Testimonial by Cameron Duff, Professor of Politics and Organisation, Centre for Organisations and Social Change, RMIT University (Australia), 2025“…offers an emergent theory of Dynamic Relationality. It pulls both from the authors’ own impressive academic track record but also from a deep philosophical legacy. It is both timely and relevant in its treatment of interaction, experience and assemblage in the context of exploring the synergies between human and artificial intelligence. …[It] will undoubtedly stimulate new and innovative research in relational dynamics. Their ideas of Machinic General Intelligence (MGI) and Machinic Life Experience Ecosystem' (MLXE) are new and interesting ...” Testimonial by Richard Ian Gyrd-Jones, Professor of Marketing, Center for Tourism and Hospitality Management, Copenhagen Business School (Denmark), 2025“…the concepts outlined here can serve as the foundation for any future thinking related to the intersection of value creation, AI and other key technologies (blockchain, distributed ledger technology, etc.). The ideas … are powerful, and this book is a must reading for anyone truly serious about the future of value measurement and value co-creation in technologically-enhanced environments and systems.” Testimonial by Philip Sugai, Professor of Marketing and Director of Value Research Center, Doshisha University (Japan), 2025“… span[s] an impressive theoretical umbrella across digital ecosystems, (generative) AI, and organizational transformation. … [the authors] achieve a remarkable conceptual comprehensiveness and cohesiveness that covers technological, machinic, and strategic aspects just as much as human, (co-)creative, and experiential dimensions—not in isolation but with an explicit focus on their underlying intricate interactions and interdependencies. While grounded in … fundamental philosophies […], Ozcan and Ramaswamy never lose sight of the practical and pragmatic, applying their foundational theory to crucial sectors like food, health, and education, and deriving important implications for sustainability, well-being, and welfare.” Testimonial by Julian R.K. Wichmann, Assistant Professor of Marketing, Tilburg University (The Netherlands), 202