Day 5 + 6 Flashcards
How can customer value be improved?
1) Reduce product costs
2) improve customers perception of benefits or quality of the products
Name types of levels on which value delivery mechanisms can be established on
1) Organizational level
2) Interorganizational level
What is an organizational level?
-organization leads the effort and may need some cooperation from value chain partners but in a limited manner
What is a interorganizational level?
- targets the cooperation of key value chain partners
- two companies working together to achieve a certain goal
Name examples for reducing costs on organizational level
- Chateau Margaux: elimination of counterfeits
- bockchain can give each bottle of wine a unique digital identity and track 90 pieces of data related to ownership and storage history records
- the blockchain gets updated every time as the bottle moves along in the supply chain
What is the benefit of Chateau Margaux tracked wines in terms of reducing costs?
- with this technique artists can sell directly to consumers without the services of a label, financial intermediary, or technology company
- counterfeits are eliminated -> more business for Chateau Margaux
Name examples for reducing costs on interorganizational level (Walmart)
- Walmart: blockchain-bases solution to monitor pork products
- inspection reports and certificates from farms are uploaded in real time to Walmarts block chain
- > when a crisis as food borne illness occurs Walmart can easily find affected products and stop selling at relatively low costs
Name examples for reducing costs on interorganizational level (Toyota)
-tracking auto parts with suppliers -> reduced costs associated with automobile recalls
Name an example for increasing perceived quality at organizational level
-Chateau Margaux: the unique bottle identity leads to customers havin a high degree of confidence about the quality and authenticity of the wine
Name examples of increasing perceived quality at the inerorganizational level (Walmart)
-Walmart: food is not adulterated (verfälscht
What are the benefits of using blockchain regarding reducing costs in general
-reduce costs due to paperwork and physical inspection
Name examples of increasing perceived quality at the inerorganizational level (Bext360)
- Bext360 offers a blockchain solution, smart contracts and cloud-based software to track coffee and all necessary information:
- product evaluation, payment to coffee growers
- Coda Coffee is world’s first blockchain-traced coffe
Name the Cyberattack on Sony PlayStation Network
-hackers extracte personally identifiable information of more than 77 Mio. users
Name the brand impact because of the cyberattack on PSN
-BrandIndex Buzz score fell heavily after the announcment of the breach
Name the brand impact because of the cyberattack on PSN
-BrandIndex Buzz score fell heavily after the announcment of the breach
Definition brand equity
the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself
Definition Buzz score
- measurement of brand popularity
- eveloped by the polling site You Gov BrandIndex.
- A company’s score, which ranges from 100 to −100, is calculated by subtracting negative feedback from positive feedback
Name the cyberattack on Target
- breach during peak holiday shopping season before christmas
- compromised 40 million credit and debit card accounts and 70 million customers’ personal data
Name the brand impact for Target
- buzz score dropped heavily one day after the announcment
- sales fell by 46 percent in the fourth quarter
Name the cyberattack on Sony Pictures Entertainment
- hackers downloaded 100 Tbytes of data
- unreleased films and TV shows
- more than 47,000 social security numbers (SSNs), salary negotiation details and other sensitive information
Name the brand impact for Sony Pictures Entertainment
- buzz index dropped
- company fell from third to eight place in the customer loyalty engagement index
Neme the cyberattack on Anthem Blue Cross and Blue Shield
- 80 million records were breached
- .including SSNs, and PII of customers and employees as adresses, mails, employment information
- chief excecutive’s information was also compromised
Name the brand impact on Anthem Blue Cross and Blue Shield
-proportion of customers who thought that the company was a better brand than other insurers decreased from 51 to 45 percent
Name the cyberattack on TalkTalk
-hackers accessed details of 150,000 customers and 15,000 bank accounts
