In “From Value Chain to Value Constellation: Designing Interactive Strategy” (July–August 1993), Richard Normann and Rafael Ramírez argue that successful companies increasingly do not just add value, they reinvent it. The key strategic task is to reconfigure roles and relationships among a constellation of actors—suppliers, business partners, customers—in order to mobilize the creation of value in new forms and by new players.
A version of this article appeared in the September–October 1993 issue of Harvard Business Review.
