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. The ’Value Creating
Systems’ approach was a strong contrast to the idea of ’competitive advantage’ that defined strategy at the time. It 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, Normann’s ideas on
strategy are uniquely effective in explaining and guiding practice.Strategy for a Networked World, revisits and further develops the work of the late Richard Normann. It is co-authored by two
prominent colleagues of Normann, who have successfully applied these ideas in their own consultancy practice. This book provides the theoretical basis for strategies of value co-creation, an
accessible methodology and practical guidance, and examples of successful collaborations with organisations such as Facebook, The World Economic Forum, EDF, SCA, and Scania.Designed to advise
strategists and business developers working in uncertain complex and turbulent contexts, it is suitable both for practitioners and for academics, combining both theory and the means to turn it
into practice. It will also serve as a valuable contribution to MBA classes and the development of more effective business strategies.
