Exam Flashcards
VBIM Framework
Is about how organisational values can be used as a driver for innovation and management. We distinguish between different kinds of values and how these may affect innovation and the management tools necessary to drive innovation
VBIM - Three types of management
Strategic, Normative, Operational
Normative Management
Vision, Mission, Purpose statement
Strategic Management
Identifying and exploiting the competitive market
Operational Management
Processes and activities necessary to realise the vision, mission and purpose statement
VBIM - Three types of Innovation
Strategic, Normative, Instrumental
Strategic innovation
Changes in preconditions of competitive market
Normative innovation
Changes in vision, mission and purpose statement (new CEO)
Instrumental innovation
Changes in internal operational porcesses
Service Dominant Logic
Concern service innovation, and focuses on the service offering and the process of serving, rather than exchange of a product. Service-centric
Verhoef & Lemon
Customer experience as a multidimensional construct that involves consumer’s cognitive, emotional, behavioural, sensorial and social responses to brand touchpoints
Touchpoints
Brand-owned, Partner-owned, customer owned, social/external
Roggeveen et al
The Dast framework. Concerns in- and out-of-store experience touchpoints with the customer journey. The customer experience spans throughout the whole customer journey
DAST
Design: colours, layout, comfort
Ambient: Lighting, temperature
Social: Customers, personnel
Trialability: Samples, pop-up
Brakus
Brand experience is conceptualised as sensations, feelings, cognition and behavioural responses to brand related stimuli.
Brand Experience Scale
Four Dimensions:
Sensorial - impressions to the senses
Affective - the brand induces feelings
Behavioural - the brand encourages physical action
Intellectual - the brand engages thinking
Values (Roux et al)
Are beliefs that refers to desirable attributes of luxury brands and serve as standards in guiding consumer behaviour. Are brand oriented
Motives (Roux et al)
Incentives that drive consumers towards desirable goals and related values. Are consumer-oriented
Hedonic Values
Are values that are associated with pleasure, feelings and emotions. The degree to which product/service arouses the consumer and creates a pleasant experience
Hedonic Goal
Are short term and the criterion for goal realisation is a change in the way one feels. The hedonic goal affects the degree of pleasure
Gain Goal
Is a change within one’s personal resources or efficiency of resources
Normative Goal
Concerns what people think is the right thing to do. Ex. being environmentally friendly
Macro-level
Competitive law, regulations etc.
Firm-level
Organisational values, culture, leadership
