Designing interactive strategy : from value chain to value constellation / Richard Normann and Rafael Ramirez.

Normann, Richard, 1943-

Bibliographic record and links to related information available from the Library of Congress catalog
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Foreword by Donald Schon	vii
Foreword to the paperback edition	xiii
Preface	ixx
Acknowledgements	xxiii

PART ONE: THE HISTORICAL AND
TECHNOLOGICAL DRIVING FORCES
SHAPING BUSINESS TODAY	1
1 Introduction	3
2 Competitive dominance in the world of business	6
3 Economies versus sectors	9
4 The microprocessor	13
   Microprocessing technology Part One: the density of options
   Microprocessing technology Part Two: asset liquidity

PART TWO: VALUE CONSTELLATIONS
Section A: CO-PRODUCTION	23
5 What is a product?	25
6 Density of offerings and value creation	28
7 Examples of co-production	31
8 The customer's customer	33
9 What is a business?	35
10 Shifting activities among actors: reconfiguration	39
11 Innovative co-production relationships	42

Section B: OFFERINGS AND VALUE-CREATION LOGICS	45
12 Introduction	47
13 The micro level-a first look at its architecture	49
14 From value chain to value constellation	54
15 The offering as code carrier	56
16 Leverage	59
17 Value-creation logics	62
18 Inherent dimensions of offerings	65

Section C: RECONFIGURATION	71
19 What is reconfiguration?	73
20 Why reconfigure?	77
    Articulating changing business logics
    Competition:the battle for customer bases
21 Examples of reconfiguration	90
22 The need for continuous improvement: reconfiguring as a
	process	99
	Concept research
	Treating knowledge as an asset

PART THREE: ILLUSTRATIVE CASES	103
Introduction	105
Example 1: IKEA and the 'what'	107
Example 2: Ryder System and the reconfiguration of the truck
	leasing industry and the 'what'	U8
Example 3: Danish pharmacists and their national association
	and the 'how'	132
Example 4: The Compagnie Generale des Eaux and the Suez
	Lyonnaise des Eaux: the 'Why'	141

References	150

Glossary	152

Index	155