Contenu connexe Similaire à Creativity talks - Downstream Innovation -The Big Picture (20) Plus de Vlerick Business School (20) Creativity talks - Downstream Innovation -The Big Picture1. Flanders DC - Mission
Stimulating Creativity in Stimulating Entrepreneurship in
Flemish Entrepreneurs Flemish Creative Industries
6. As a company, having thousands of
customers, suppliers, distributors and
WHERE IS IT?
business partners, YOU DO HAVE
THE BIG PICTURE
VIEW TO create UNIQUE
VALUE!
7. Look At Your Customers
Broader Than This.
Purchase
Purchase
Search and Maintenance
Selection
and
and Use
and Disposal
Installation
Installation
© Vlerick Leuven Gent Management School and Flanders District of Creativity
8. Search and
Selection It’s About Stepping Back
And Connecting The Dots.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
9. Search and
Selection FROM SEEING THE CLUTTER…
…TO SEEING WHAT’S RELEVANT
© Vlerick Leuven Gent Management School and Flanders District of Creativity
10. APPLICABLE FROM MANY
Search and
Selection PERSPECTIVES…
© Vlerick Leuven Gent Management School and Flanders District of Creativity
11. Purchase
and
Installation
It’s About Knowing What Your
Customers Are Really After.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
12. Purchase
and MOVING AWAY FROM PRICE CONTROLLING…
Installation
…TO VALUE CONTROLLING
© Vlerick Leuven Gent Management School and Flanders District of Creativity
13. Purchase
and LOOKING BEYOND THE PRODUCT PURCHASE
Installation
TO COLLECT DATA.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
14. Use It’s About Seeing Opportunities
Nobody Else Does.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
15. Use MAKING THE BLIND…
…SEE THE CONTEXT
© Vlerick Leuven Gent Management School and Flanders District of Creativity
16. Use IN MANY DIFFERENT INSTANCES…
© Vlerick Leuven Gent Management School and Flanders District of Creativity
17. Maintenance
/Disposal It’s About Seeing The Big
Picture Of What’s Happening.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
18. Maintenance NOT TO USE GUESSWORK…
/Disposal
…BUT TO MAKE INFORMED DECISIONS
© Vlerick Leuven Gent Management School and Flanders District of Creativity
19. Maintenance NOT ONLY IN THE REAL ESTATE MARKET…
/Disposal
© Vlerick Leuven Gent Management School and Flanders District of Creativity
20. But Careful! It’s Not About…
1 to 1 marketing
customer relationship
management
customised products
predicting a customer’s next
transaction
© Vlerick Leuven Gent Management School and Flanders District of Creativity
22. Value-creating Mechanisms In
Perspective.
Within Data Beyond Data
Insight for Seller
Segmentation Prediction
Insight for Buyer
Benchmarking and Mirroring
Ranking
© Vlerick Leuven Gent Management School and Flanders District of Creativity
23. Segmentation By Seeing Latent Similarities
& Differences.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
24. In Practice…
Energy Consumption Profiles Allow For:
Increase in Customer
• effective prioritisation of development
Loyalty
projects
• Better Service Quality
reduced risk of grid problems
• Improved Corporatelow
power cuts are made at times with
energy demands
Reputation
reduced consumer cost of power
downtime
© Vlerick Leuven Gent Management School and Flanders District of Creativity
25. Benchmarking
By Letting Others See How
and Ranking They Measure Up Against
Their Peers…
© Vlerick Leuven Gent Management School and Flanders District of Creativity
26. In Practice…
business school ranking based on
• VALUEnumber FINANCIAL TIMES?
a FOR THE of performance
parameters enables:
• Brand Recognition
to see strengths and weaknesses
• Expert In The Field
reduced risk of having a wrong
• Cognitive Competitive focus
Advantage
improved brand recognition
reduced advertising costs
© Vlerick Leuven Gent Management School and Flanders District of Creativity
27. Prediction By Knowing What’s Going To
Happen Next.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
28. In Practice…
Remote monitoring system of some
10 000 lifts ensures
Lifts are always in perfect condition
• Greater Customer Trust
reduced risk of breakdown
• Higher Customer
Maintenance is automatic takes a
Loyalty
shorter time and is cheaper
• Differentiated Product
reduced total maintenance
costs
© Vlerick Leuven Gent Management School and Flanders District of Creativity
29. Mirroring By Filtering Out Relevant
Information For The Client.
© Vlerick Leuven Gent Management School and Flanders District of Creativity
30. In Practice…
Compiling traffic information from more
than 2 million GPS devices and
historical data provides
Calculation of the fastest road to
• Leader in the destination
Industry
• Prediction precision is
Regular update of the calculated route
Preciseincreasing astime
indication of arrival we
speak!
reduced risk of being late or
taking the wrong route
© Vlerick Leuven Gent Management School and Flanders District of Creativity
32. Network Effects And
Increasing Returns To Scale.
The more people use City Sense, the more it makes
Sense!
© Vlerick Leuven Gent Management School and Flanders District of Creativity
33. Voluntary Lock-in Effect.
Who would switch to competition saving a few
dollars but losing the whole purchase history?
© Vlerick Leuven Gent Management School and Flanders District of Creativity
34. Differentiated Product.
Is there anyone else who lets you know when to
take your vitamins?
© Vlerick Leuven Gent Management School and Flanders District of Creativity
35. 5 Smart Steps Towards
The Big Picture.
Step 1: • Identify possibilities to create
value along the purchase cycle
Step 2: • Scan the environment for data
Step 3: • Aggregate and analyse data
Step 4: • Select value-creating mechanism
Step 5: • Embed Big Picture thinking into
your strategy
© Vlerick Leuven Gent Management School and Flanders District of Creativity
36. Happy to Clarify.
Prof Dr Marion Debruyne
MarionDebruyne
Prof Dr Niraj Dawar
http://nothingbutmarketing.blogspot.com
NirajDawar
Livia Pijakova
LiviaPijakova
37. Any More Examples?
Can you think of other examples of Companies that
Create value Through the big Picture?
Share your thoughts in your team…
38. Can you see the Big Picture?
PICK A COMPANY OF YOUR CHOICE AND
MAP OUT THE PRESUMED PURCHASE CYCLE OF
ITS CUSTOMERS.
• Where do you find sources of data?
• What data would this company already have collected that
can be used to compose the Big Picture view?
• What kind of value can the Big Picture create for the clients
(which value-creating mechanism is to be used?)?