In 1983 Richard Normann published the world's first book presenting an integrated framework on the management of service producing companies. Now he provides a new approach to strategy: an original way to think about organisations and create a different future. In this demanding but rewarding book he shows that providing organisations are prepared to rethink the way they do business they can occupy the competitive high ground of the future. To do this they must transform concepts and frameworks into action.
* Provides new business models.
* Shows companies how to reframe their business and take advantage of the opportunities created in the space of "unbundling and rebundling".
Table of contents
Foreword by Henry Mintzberg.
Introduction: We Have to Change in Order to be the Same.
THE MAP AND THE LANDSCAPE.
Evolution of Strategic Paradigms.
Reconfiguring the Value Space.
Some Consequences of Dematerialization.
SHAPERS OF THE LANDSCAPE.
Chained to the Value Chain?
Prime Movers as Reconfigurers.
Prime Movership as Ecogenesis.
TOOLS FOR LANDSCAPING.
Co-production: Towards Increased Density.
The Offering as a Tool to Organize Co-production.
Three Trends in Offering Development.
THE MAP-LANDSCAPE INTERACTION.
Fitting into the Environment.
Change and Creation.
REFRAMING: TOOLS FOR MAP MAKING.
On Cranes and Sky-hooks.
The Process Criteria of the Crane.
The Mental Space for Reframing.
The Crane at Work in the Design Space.
CAPABILITIES FOR PURPOSEFUL EMERGENCE.
From Great Ideas to Great Companies.
Capabilities for Achieving the Critical Outcomes.
LEADERSHIP FOR NAVIGATION.
Bringing External and Internal Dynamics in Line.
What Leaders Need to Do.
Appendix 1: A Note on Territorial Actors.
Appendix 2: On the Use of Cases.