1. WegiveyouFrom ValueChaintoValueConstellation: Designing
Interactive Strategy (1993)by Richard Normann and Radael Ramirezin
fewer and easierwords
Media Management 2011Group 8b: Charles Florman Lindeberg
Instructor: Robin TeiglandKarin Rimbck
Johanna Sjblom
Carl Waldenor
2. The TraditionalValueChain
Ourtraditionalvayofviewingvaluecreation is based on
assumptionsand the modelsof an industrialindustry.
3. Accordingtothisview, everycompanyoccupies a position on a
valuechain. (like an assembly line)(1)
1. Norrman, R. & Ramirez, R., "From Value Chain to value
Constellation: Designing Interactive Strategy"
4. ValueConstellation
x
The TraditionalValueChain
ValueConstellation: Co-productionofValue
A changingenvironment The traditionalwayoflooking at
valuecreation is outof fashion!
5. Instead, the authors stress that the
successfulcompaniestoday (1993) do not just addvalue, theyreinvent
it.
6. WithValueConstellationthe focus of the
strategicanalysisshould not be so muchaboutcompany or industry, but
the value-creating system itself, withinwhich different
economicactors, worktogetherto co-producevalue.