3 Flashcards
Operand resource
operant resource
operand resource = no value in this form, neutral
operant resource = skills, capabilities, technology, knowledge
Goods-dominant logic
- goods as operand resource
- tangle output, discrete transactions
- marketing: ads/sales of tangible products
- customer as recipient
- service seen as: residual, enhance a good, classification of service industry (health care, education)
Service-dominant logic
- services are application of specialized competence (knowledge, skills)
- intangible
- benefits: exchange of competences, services
- customer as operant resource in mutual exchange
- Operand resource: raw material
- operant resource: skills, knowledge, technology
Foundational premises of S-D Logic
1 operant resources fundamental for strategic benefit
2 all economies = service economies
3 value co-created by multiple actors
4 actors create/offer value proposition by participation (cannot create it alone)
5 goods = distribution mechanism for service provision
Goods as distribution mechanism @streetscooter
- postal services
- storing of packages
- Transpiration of couriers
- delivery of mail/packages
- emission-free driving
- covering last mile logistics
G-D Logic
Value proposition is a clear, simple statement of the benefits (tangible/intangible), that the company will provide along with the approximate price it will charge each customer.
- Exchange of manufactured products
S-D Logic
Value proposition is treated as a promise created either by the firm independently or together with customers and other actors through resource integration based on knowledge and competencies.
- value cannot be delivered to the customer, can only be co-created with customer
- resource integration
Different Value Propositions
1
2
3
1 all benefits
2 favorable points of difference
3 resonating focus
Different Value Propositions
1 all benefits
- why purchase your offering?
- customers receive all benefits from market offering
- requires knowledge of own market offering
- potential pitfall: benefit assertion
Different Value Propositions
2 favorable points of difference
- why purchase this offering instead of competitors?
- all favorable points of difference relative to the next best alternative
- requires knowledge of own market and best alternative
- potential pitfall: value presumption
Different Value Propositions
3 resonating focus
- what is most worthwhile for our firm to keep in mind about our offering?
- focus on 1-2 points that will deliver the most value to customer
- requires knowledge of how own market offering delivers superior value compared to best alternative
- pitfall: requires customer value research
Resonating Focus @Streetscooter
1-4
1 electric vehicle (fuel savings, CO2 emissions)
2 noise level (quit, electric drive)
3 prices (cheap vehicles)
4 flexible production to customer requirements
Dimensions of Value Proposition
1-4
1 Economic Value (monetary worth)
2 Functional Value (utility, physical performance)
3 Emotional Value (arouse feelings, creating joy)
4 Symbolic Value (representing something other than obvious function)
Value Proposition Canvas
1 Customer Jobs
2 Products & services
1 customer jobs
- reliable logistics
- postal services
- sustainable solution in urban ares
2 product&services
- streetscooter vehicle
- maintenance and spare part service
- modular architecture
Value Proposition Canvas
1 Gains
2 Pains
1 gains
- 0 emission target
- savings (fuel, maintenance, taxes)
- optimized loading space
- image improvement (sustainable, innovative)
2 pains
- costs (fuel, maintenance)
- high taxes
- high erosion (start-stop use)
- low-emission zones in urban areas
Value Proposition Canvas
Gain creators
- no emission
- cost efficient
- quiet
- public interest (unusual design, innovation affinity)
- regional solidarity
- modular concept (adjustable)
Value Proposition Canvas
pain relievers
- reliable electric drive
- independent of: fuel prices, taxes, maintenance, emissions, noise, erosion
- vehicle design can be adjusted
- no regulations for e-drive in low-emission zone
Streetscooter Principles
1-7
1 safety
2 reliability
3 customized (modular design)
4 economical (low price)
5 ecological (zero emissions)
6 flexible (small, fast, agile)
Definition Relationship marketing
Relationshop marketing identifies and establishes, maintains and enhances and when necessary terminates relationships with customers and other stakeholders at a profit so that the objectives of all parties involved are met. And this is done by mutual exchange and fulfillment of promises.
- mutual exchange and fulfillment of promises
- identify/establish/maintain/enhance & terminate relationships
- objectives of all parties are met
Relationship Spectrum
1-3
1 transactional exchanges (anonym)
2 value added exchanges
3 complete collaboration (integration of suppliers)
collaborative exchange @Streetscooter
1-4
- new ways to integrate customer requirements
- meetings of LEG leaders regularly
- open software environment for partners
- presentation of StreetScooter on motor shows
Predefined cooperation during production process @streetscooter
1-6
- objective guidelines (all value chain stages)
- common negotiation/definition of specification (same objective)
- equal treatment (all partners)
- weekly meetings (lead engineers)
- simple primotypes/try-outs
- feedback during development
Value Drivers in Collaborative Relationships
1-8
1 Product Quality
2 Service Support
3 Delivery
4 Supplier Know-How
5 Time-to-Market
6 personal interaction
7 Price
8 Process costs
Value Drivers in Collaborative Relationships
1 Product Quality
- product performance
- product reliability
- product consistency
Value Drivers in Collaborative Relationships
2 Service Support
- product-related services
- customer information
- outsourcing of activities
Value Drivers in Collaborative Relationships
3 Delivery
- on-time delivery
- delivery flexibility
- accuracy of delivery
Value Drivers in Collaborative Relationships
4 Supplier Know-How
- knowledge
- improvement of products
- development of products
Value Drivers in Collaborative Relationships
5 Time-to-Market
- design tasks
- prototype development
- product testing and validation
Value Drivers in Collaborative Relationships
6 personal interaction
- communication
- problem solving
- mutual golas
Value Drivers in Collaborative Relationships
7 Price
- compare with competitors
- annual price decreases
- cost reduction programs
Value Drivers in Collaborative Relationships
8 Process costs
- inventory management
- order handling
- inspection
- manufacturing
