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https://www.trumpf.com/filestorage/TRUMPF_Master/
Products/Smart_Factory/Startpage/SmartFactory-startpage-
TruConnect-animation-EN-mit-Startbild.mp4
New market practices
New pricing models
• Freemium: One side subsidizes other side
• Adobe: content provider pays
• SampleLab: free store
• Compensate: Give away content but sell products or services
• Selling information (besides products or services) or intermediate info sharing
Technology focus
Reactive behaviour
Capturing value
Value Organizational
Marketing
practices for
innovation Structure
recognition capacity
Future
Non-customers
customer needs
Deliberate learning
mechanisms
Critical reflections for Recognition
on customers
H1
Critical reflections
on markets
Deliberate learning H2 Strategic Innovation
Critical reflections
mechanisms
Capacity
on the marketing for Assimilation
approach
Stimulate :
• Prevention of chaos Stimulate :
• Adaption of procedures • Consultation of innovative
• Sharing of critical customer/market customers for new business ideas
reflections • Insights into end-customer needs
• Discussion of customer assumptions
• Retention of past customer/market
reflections
Deliberate
mechanisms
for recognition
Deliberate Value
mechanisms innovation
for assimilation ability
Deliberate
mechanisms
for exploitation
Berghman, Matthyssens, Streukens & Vandenbempt (2012)
Table 5: Results of the moderator analysis
* Significant at p < 0.05; *** significant at p < 0.001 (2-tailed)
Information from H1a: RECOG à VIab 0.208 0.119 4.31*** H1a accepted
customers H2a: ASSIM à VIab 0.470 0.058 22.15*** H2a accepted
H3a: EXPLOIT à VIab -0.097 0.579 -32.96*** H3a not accepted (negative
effect)
Information from H1b: RECOG à VIab 0.246 0.214 2.05* H1b accepted
suppliers H2b: ASSIM à VIab 0.334 0.184 8.76*** H2b accepted
H3b: EXPLOIT à VIab 0.225 0.231 -0.400 H3b not accepted (non-
significant effect)
Sense making
Value capturing
Source: Boston Consul;ng Group (2010). Pu#ng Value-Based Health Care into Prac7ce in Sweden.
1st line
Specialist
deliverer
Personalized medicine as answer but…
s
s
it is underutilized
Patient1
–
Industry citizens
Payers
²
Care Regulato
facilities rs
Pa;ents
𝑉𝐴𝐿𝑈𝐸=𝐴𝑐𝑐𝑒𝑠𝑠+𝑄𝑢𝑎𝑙𝑖𝑡𝑦 𝑜𝑓 𝐶𝑎𝑟𝑒−𝑄𝑜𝐿 𝑖𝑚𝑝𝑎𝑐𝑡−𝑅𝑖𝑠𝑘𝑠
−𝐴𝑑𝑚𝑖𝑛𝑖𝑠𝑡𝑟𝑎𝑡𝑖𝑣𝑒 & 𝑙𝑜𝑔𝑖𝑠𝑡𝑖𝑐 𝑏𝑢𝑟𝑑𝑒𝑛
Physicians
𝑉𝐴𝐿𝑈𝐸 = 𝑃𝑟𝑜𝑓𝑒𝑠𝑠𝑖𝑜𝑛𝑎𝑙 ℎ𝑜𝑛𝑜𝑟 + 𝑄𝑢𝑎𝑙𝑖𝑡𝑦 𝑜𝑓 𝐶𝑎𝑟𝑒
+𝑃𝑟𝑜𝑓𝑒𝑠𝑠𝑖𝑜𝑛𝑎𝑙 𝑎𝑢𝑡𝑜𝑛𝑜𝑚𝑦−𝑅𝑖𝑠𝑘𝑠−𝑎𝑑𝑚𝑖𝑛𝑖𝑠𝑡𝑟𝑎𝑡𝑖𝑣𝑒
𝑏𝑢𝑟𝑑𝑒𝑛
Care centers
𝑉𝐴𝐿𝑈𝐸=𝑃𝑟𝑜𝑓𝑖𝑡𝑎𝑏𝑙𝑒 𝑎𝑐𝑡𝑖𝑣𝑖𝑡𝑖𝑒𝑠+𝑅𝑒𝑝𝑢𝑡𝑎𝑡𝑖𝑜𝑛+𝑄𝑢𝑎𝑙𝑖𝑡𝑦
𝑜𝑓 𝐶𝑎𝑟𝑒+𝑃𝑎𝑡𝑖𝑒𝑛𝑡 𝑞𝑢𝑎𝑛𝑡𝑖𝑡𝑦& 𝑝𝑎𝑡𝑖𝑒𝑛𝑡 𝑠𝑎𝑡𝑖𝑠𝑓𝑎𝑐𝑡𝑖𝑜𝑛
−𝑃𝑟𝑜𝑐𝑒𝑠𝑠 𝑖𝑛𝑒𝑓𝑓𝑖𝑐𝑖𝑒𝑛𝑐𝑖𝑒𝑠
NIHDI (Public
payer)
𝑉𝐴𝐿𝑈𝐸=𝐴𝑐𝑐𝑒𝑠𝑠+𝐴𝑓𝑓𝑜𝑟𝑑𝑎𝑏𝑖𝑙𝑖𝑡𝑦+𝑄𝑢𝑎𝑙𝑖𝑡𝑦 𝑜𝑓 𝐶𝑎𝑟𝑒
−𝐶𝑜𝑠𝑡 𝑜𝑓 𝑐𝑎𝑟𝑒+𝑂𝑣𝑒𝑟𝑎𝑙𝑙 𝑝𝑜𝑝𝑢𝑙𝑎𝑡𝑖𝑜𝑛 ℎ𝑒𝑎𝑙𝑡ℎ−𝐻𝑒𝑎𝑙𝑡ℎ &
𝑠𝑎𝑓𝑒𝑡𝑦 𝑟𝑖𝑠𝑘 𝑓𝑎𝑐𝑡𝑜𝑟𝑠
Tool 2: Mental model maturity map (voids 2 & 4)
Diverse levels of understanding
Tool 3: Value-based influence map (voids 3 & 4)
• Theory • Practice
– Limits of strategic nets perspective in – Analytical mobilization tools for
regards behavioral challenges of business actors helping in their field
mobilization highlighted: six voids; development or innovative ecosystem
– Proposition of three tools to capture building;
patterns of unaddressed info needs; – Use of mobilization intermediaries;
– Extends cognitive approaches with – Determinants of stakeholder motivation
affective judgments; to cooperate: higher-order values,
– Dual subsystem: Value-creation and cultural proximity and “maturity”;
socio-institutional system; – Identification of mobilization trajectories;
– Business actors besides stakeholder – “Wide” view on value-creation systems
perspective. required.
Conclusion of my research on network
mobilization
• Industry 4.0 • Network mobilization
– Industrial Internet of Things and – Networks can be mobilized.
Services implies new mindset: – Institutional barriers block
• Adapted optimized offerings and mass disruption efforts. They can be
customization.
• Ecosystems ran by platforms. cognitive and affective.
• Industry transformation and – Stakeholders have different utility
convergence. functions
• Value based strategic innovation.
• PSS. – Some stakeholders can be used as
• Network mobilization for industry influence intermediaries towards
disruption. other more difficult to reach SHs.
– Innovation efforts must be
complemented by institutional
entrepreneurship
Content
1. Industry 4.0 in a broader context
2. Strategic innovation capability
3. Network management capability
4. Conclusion
The transformation is needed, but… Who
can do this?
Agile leaders able to…
• detect early trends and do visioning,
• analogize and interpret digital and sustainable transformation,
• apply design thinking,
• think in terms of (multisided) platforms,
• be network mobilizers,
• use big data and cloud and have tech/IT acumen,
• be change agents,
• lead and motivate professionals in complex jobs,
• act as intra/enterpreneurs,
• make wise decisions...
Opening minds
Touching Souls
Energizing Business