The St Gallen Business Model Navigator

122 Pages·2016·5.16 MB·English

by  Pekka Berg

Business Models point of view
in Innovation Management
TU-E5000
Innovation and Project Management
IPM
(5 cr)
28.1.2016
Pekka Berg
Hani Tarabichi
Innovation Management Institute
Aalto University
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TOPICS OF THE DAY
9.00 Start of the Day
– Learnings from your Homework
– Lecture 1: Shafer´s Business Models
– Analysis of the pre-readings in the teams
– Outcome of the team discussions
– Lecture 2: Gassmann´s Business Models
– Analysis of the pre-readings in the teams
– Outcome of the team discussions
12.00 Lunch
– Lecture 3: LEGO Serious Play with Agents and Hats
– Intro for the Homework
– Working for the IDBM industrial project dealing with the topic today
15.30 Wrap-Up of the day
16.00 End of the Day
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PreReadings
1. Shafer et.al., 2005, The power of business models, Business Horizons
48, 199-207.
2. O Gassmann, K Frankenberger, M Csik – 2013, The St. Gallen
Business Model Navigator, Working paper, bmi-lab.ch
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Readings (Voluntary)
1. Sundbo, J., 1997. Management of Innovation in Services.
2. Edvardsson, B. et.al. 2012. Customer integration within service development—A review
of methods and an analysis of insitu and exsitu contributions. Technovation 32 (2012)
419–429.
3. Osterwalder, A. & Pigneur, Y. 2005. Clarifying Business Models: Origins, Present, and
Future of the Concept.
4. Chesbrough, 2007, Business model innovation: it’s not just about technology anymore,
Strategy & leadership , vol. 35 no. 6 2007, pp. 12-17, Q Emerald Group Publishing
Limited, ISSN 1087-8572
5. Amit, Zott, 2012, Creating Value Through Business Model Innovation, MIT Sloan
Management Review.
6. Mabogunje, A., Kyvsgaard Hansen, P., Berg, P. 2013. Exploring Innovation – A Language
Approach. CO-CREATE Conference, Espoo, 16-19 June 2013.
7. Snowden et.al., 2007, A Leader´s Framework for Decision Making, Harward Business
Review, November 2007
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Homework 3 for 2.2.2016:
Business Model
1. Describe the (d)evolution (=innovation process) of your corporate case business model based on this day learnings
– Your model in the starting point today
• What is the value proposition of your model?
• How do you create value in your model?
• How do you capture value in your model?
– Development of your model
• Use the Shafer´s “components of business model affinity diagram”
• Use the Gassmann´s three-step “imitation and re-combination”-method and consider if some elements or
ideas of the described 55 business models could be useful in your case.
– Extra
• How does your Business Model reflect the strategic choices and their operating implications of your Case
company?
• Think also the change of the business model in next, 3? – 5? – 10 years?
2. Visualize this journey by Legos-paper-mockup prototype(s).
– Create also agents and connect them if relevant
– Take photos and videos
– Be ready to present the status of your work in the wrap-up of the day
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Contents
1. Business Model approach
1. Introduction
2. Business Model by Shafer
3. Business Model by Gassmann
2. Teamwork
3. Homework
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Goal
To consider business models and
innovation offering in order to create
shared understanding for future work.
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Why Gassmann?
Process vs. Offering vs.
Business Model
Before the innovation process can be
discussed, there must be an
understanding of the desired
offering(s) and business model(s) .
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“Before discussing how to
innovate a business model, it is
important to understand what it
is that is to be innovated.”
Gassmann, 2013