STRATEGY AND THE ART OF REINVENTING VALUE

In ''From Value Chain to Value Constellation: Designing Interactive St rategy'' (July-August 1993), Richard Normann and Rafael Ramirez argue that successful companies increasingly do not just add value, they rei nvent it. The key strategic task is to reconfigure roles and relations hips among a constellation of actors - suppliers, business partners, c ustomers - in order to mobilize the creation of value in new forms and by new players. Normann and Ramirez's concept of the value constellat ion elicited a broad range of commentaries. In this issue's Perspectiv es section, nine experts consider this new model and comment on the au thors' argument. Normann and Ramirez then offer a general response.