During the 1980s and 1990s, Richard Normann and his colleagues developed an original approach to strategy, based on seeing value as inherently co-produced in systems. Their 'Value Creating Systems' approach was a strong contrast to the idea of 'competitive advantage' that defined strategy at the time. The approach focuses on the design of the 'offerings' that define relationships among co-producers, and which connect actors in fields which transcend traditional industry borders. In the contemporary networked world, where consumers become co-producers, the ideas Normann and his colleagues developed towards strategy are uniquely effective in explaining and guiding practice.
Strategy for a Networked World revisits and further develops these ideas. It is co-authored by two long-standing colleagues of Normann, Rafael Ramírez and Ulf Mannervik, who have successfully applied these ideas to their own consultancy practice. This book provides the theoretical basis for strategies of value co-creation, an accessible methodology and practical guidance, case studies of Facebook and the World Economic Forum, and examples of successful collaborations with organisations such as EDF, Scania, SCA and Shell.
Designed to advise strategists and business developers working in uncertain, complex and turbulent contexts, it is suitable both for practitioners and for academics, combining theory and the means to turn it into practice. It will also serve as a valuable contribution to MBA classes and towards the development of more effective business strategies.
Contents: ForewordIntroduction to Value Creating SystemsWhy a Socio-Ecological Approach to StrategyReframing the Idea of ValueEffective Value Creating System DesignsHow Offerings Link Co-Creators in Value Creating SystemsAnalysing the Designs of Existing Value Creating SystemsAssessing the Future Contexts VCS Design Might InhabitDesigning a New Value Creating SystemRealising New Value Creating System InnovationsThe Growth of VCS ThinkingAppendices:Origins of Value Creating SystemsActor-Network Theory
Readership: Business strategists, business developers, business managers and students of MBA level courses.
Value-Creating Systems;Interaction Design;Richard Normann;Business Strategy;Networked Business;Collaborative Strategy;Offerings;Business Innovation;Information Management;Business and Management