Richard Normann, who died in 2003, was one of the most profound and sophisticated management thinkers of our time. In this presentation Professor Bartunek will sketch out what academic to practitioner translation processes typically involve, including the role of the “hidden” actor in this process, the translator. Professor Bartunek will then create a dialogue between these processes and some of Richard Normann’s innovative ideas, including ways that value constellations can be created and altered in conjunction with translation, how the roles of producers and consumers may be flipped, and how offerings, rather than products, may result, and benefit practitioners and academics both.