Normann, 2001 Ch 4. - Chained to the Value Chain? - quite good "deck"

Question 1

What is, according to Normann, today’s norm in the market for companies?

Answer 1

Today Normann says that the market game is much more about who can most creatively design frame breaking systematic solutions than about who can position themselves in a ‘chain’.

Question 2

Why is the value chain out-dated?

Answer 2

The value chain was a stronger metaphor in a production- and material based economy than in a knowledge- and service-based one. While brilliant in its time, it now fails to evoke the complexity and multidimensionality of reconfiguration opportunities - of the new business system design space.

Question 3

What is one of the moves for a Prime mover?

Answer 3

RECONFIGURE OR BE RECONFIGURED is the move for Prime Movers.

Question 4

Give example of reconfigurations?

Answer 4

Outsourcing to specialists. General Motors made 70% of their products to the car. Toyota made 30%. Toyota was better to unbundle. Technology is an incredible reconfiguration power.

Question 5

Normann say that there are essentially three kind of actors that triggers reconfiguration:

Answer 5

1. Imperfection-based invaders (quick success stories 3 options: cash and get out, sell to anxiety-ridden established players, consolidate positions by realizing that the imperfections that made them successful will not be persist and have to be replaced by systematic long-term strategies).
2. Technology path-breakers (incredible reconfiguration power of new technological infrastructure e.g. internet, right product at right time)
3. Reframers (power to envision a new, reconfigured business system)