Richard Normann and Rafael Ramírez respond

This article presents a response from the authors regarding commentary on their research regarding value constellation. The authors are of the opinion that the view of commentators is evidence of how constraining old paradigms can be, and suggest that people have difficulty in accepting three points in their argument for competitive advantage. They also discuss the topic of value chains and value-creation processes in the service industry, as well as the idea that product, rather than the company itself, competes for customers.