Designing Interactive Strategy From Value Chain to Value Constellation

by Normann, Richard; Ramí; rez, Rafael

• ISBN13: 9780471986072
• ISBN10: 0471986070
• Edition: 1st
• Format: Paperback
• Copyright: 1998-11-09
• Publisher: Wiley

Summary

Strategy is the art of creating value. It provides frameworks, conceptual models, and governing ideas that allow a company's managers to identify opportunities for bringing value to customers and for delivering that value at a profit. This book illustrates how new ways of creating value are being created by current global competition, changing markets, and new technologies. It shows how the focus of strategic analysis should not be the company or the industry, but the value-creating system itself, within which suppliers, business partners, allies, and customers work together to co-produce value.

Author Biography

Richard Normann, SMG France.

Rafael Ramírez is currently Professor of Management at HEC, the leading French business school. Dr Ramírez, who holds a PhD from the Wharton School, has extensive consulting experience, working with companies such as Hewlett-Packard, Nissan Europe, Shell International, Rockwool, Telespazio, Wärtsilä -NSD, and Sonera. He was the Managing Director of SMG France prior to joining HEC. Dr. Ramírez co-authored the Harvard Business Review lead article From Value Chain to Value Constellation, which was elected one of the ten most requested strategy reprints by the Review's readers. The follow-up book on value constellations, Designing Interactive Strategy, which he wrote with Richard Normann, has been widely translated. In 1998 he was elected 'individual member' of the Global Business Network.

Table of Contents

Foreword	vii
Donald Schon
Foreword to the paperback edition	xiii
Preface	ixx
Acknowledgements	xxiii
PART ONE: THE HISTORICAL AND TECHNOLOGICAL DRIVING FORCES SHAPING BUSINESS TODAY	1	(102)
Introduction	3	(3)
Competitive dominance in the world of business	6	(3)
Economies versus sectors	9	(4)
The microprocessor	13	(12)
PART TWO: VALUE CONSTELLATIONS
Co-Production	23	(2)
What is a product?	25	(3)
Density of offerings and value creation	28	(3)
Examples of co-production	31	(2)
The customer's customer	33	(2)
What is a business?	35	(4)
Shifting activities among actors: reconfiguration	39	(3)
Innovative co-production relationships	42	(5)
Offerings and Value-Creation Logics	45	(2)
Introduction	47	(2)
The micro level-a first look at its architecture	49	(5)
From value chain to value constellation	54	(2)
The offering as code carrier	56	(3)
Leverage	59	(3)
Value-creation logics	62	(3)
Inherent dimensions of offerings	65	(8)
Reconfiguration	71	(2)
What is reconfiguration?	73	(4)
Why reconfigure?	77	(13)
Examples of reconfiguration	90	(9)
The need for continuous improvement: reconfiguring as a process	99	(4)
PART THREE: ILLUSTRATIVE CASES	103	(49)
Introduction	105	(45)
Example 1: IKEA and the `what'	107	(11)
Example 2: Ryder System and the reconfiguration of the truck leasing industry and the `what'	118	(14)
Example 3: Danish pharmacists and their national association and the `how'	132	(9)
Example 4: The Compagnie Generale des Eaux and the Suez Lyonnaise des Eaux: the `Why'	141	(9)
References	150	(2)
Glossary	152	(3)
Index	155