Designing Interactive Strategy

Normann, R., Ramírez, R. (1993)

Harvard Business Review, Jul-Aug

“IKEA is more than a link on a value chain. It is the center of a constellation of services, goods, and design.”

“In essence, the [Danish] pharmacies wanted to broaden their traditional approach, delivery of conventional pharmaceutical “hardware” (in other words, selling drugs), into a concept they called Pharmaceutical Care, which would emphasize the “software” portion of health care delivery”

“The secret of value creation is building a better and better fit between relationships and knowledge.”

“In fact, what we usually think of as products or services are really frozen activities, concrete manifestations of the relationships among actors in a value-creating system”

Used on Goods are distribution mechanisms for service.

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