LU03 Flashcards
(23 cards)
VUCA Environment
Volatile, Uncertain, Complex, Ambiguous
Human-centered development of innovations - 3 Methods
Design Thinking
Lean Venture
Value Proposition Canvas
Design Thinking Def
Innovative method that delivers user- and customer-oriented results based on an iterative to solve complex problems
DT principles & Vorgehensweise
Customer-centricity, iterative and prototyping
1. Discover 2. Define 3. Develop 4. Deliver
DT: What and Why
Understanding people’s daily experience
Identifying themes
Understanding casual influences
Mapping who’s involved
DT: How
Seeking feedback from users
Measuring impact
Refining the business model
Rapid testing of ideas
Lean Start-Up def
Methodology fo reducing market risk when developing business and products.
Based on hypothesis-driven experimentation, iterative product testing and releases and “validated learning
Lean Start-Up Vorgehensweise
Build –> Measure –> Learn
Identification of User Problem
MVP
Test MVO with sample of potential users
Include results in prototypes
Test and adapt prototype
Lean Venture Principles
Human-centricity: every design focused on user
Ambiguity: elaborate different options that can be tested
Re-design: search and use existing solutions
Tangibility: prototypes for communication with user
Value creation
/ value added
use of organizational resources and capabilities to create a value for users which is worth more than the resources alone
Similarities
between DT, LV, VPC
Systematic integration of customer needs to identify viable business opportunities & create value for customers
Translation of customer needs into business models to capture value for the company
Rapid development of corresponding products/ services through prototyping
Customer Value (B2C) User Value
What users get (benefits, quality, worth, utility) from the purchase and from the use of a product relative to what they have to give up or pay (price, costs, sacrifice), thus resulting in an attitude or an emotional bond towards the product
Digitalisation changed view on value creation from an internal perspective …
to an external perspective
Value Chain Service-ecosystem
Value creation through AI
Efficiency and cost reduction
Revenue and growth
Value creation through AI - Efficiency and cost reduction through:
Improvement/ refinement of already existing operations
No revolutionary change in value
Improved cost efficiency and time spent on activities
Value creation through AI - Revenue and growth through:
Value through support in decisions and improved outcomes
Information gaps filles with information
Enables human and technology which are supported with more accurate information
Value capture
Process of retaining some percentage of the provided value in every transaction. Selling price/ collected data determines amount of value captures by firm, contributing to firm’s profit
Value capture through AI
Pricing model types
Cost-based pricing:
Value-based Pricing
Cost-based pricing
Acquire value with necessary costs + margin for profitability
Challenge: Neglect customer perception, reduce provider incentives for improvement and innovation
Value-based pricing:
- Customer-focused value perception, often overlooking delivery costs
- Challenges: Value assessment and communication
Value capture through AI
contract types
Outcome-based:
Contracts mediate provider-customer value capture conditions (like Rolls-Royce’s “power-by-the-hour)
Challenge: Parties must share gains and pains
Licensing models/ patents / Ips:
Effortless value capture with GPTs, tapping into diverse sources for additional revenue streams without extra workload
Thermomix Cookidoo IoT enabled ecosystem-approach
Success factors
Integration of market intelligence in patent process
Design of IP along customer value and benefits secure exclusivity of perceived customer value
Thinking IP from customer decision (what competencies + performance features are perceived by customer?)
Usage of impact data for continuous improvement of IP Designs
