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Suvi Nenosen alustus Osallistava kasvu -työpajassa 24.11.2011
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Tuotantolähtöisyydestä uusien markkinamahdollisuuksien rakentamiseen
Sitra
Osallistava kasvu -työpaja
24.11.2011
KTT Suvi Nenonen
Partner
Vectia
2 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •
The ineffective quest for market share Case: 200 largest US corporations
Average annual top line growth
8.6%
Overall growth rate
Sources of growth
0.1% Market share increases
3.0% M&A activity
5.5% Market growth
Source: Baghai, Smit & Vigurie, 2007
Three lighthouses for
“finding” growing markets
From product to customer value creation
5 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •
Radical innovation destroys existing products and creates new customer value – against customer research and expert advice
6 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •
Radical innovation destroys existing products and creates new customer value – against customer research and expert advice
7 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •
Radical innovation destroys existing products and creates new customer value – against customer research and expert advice
8 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •
Radical innovation destroys existing products and creates new customer value – against customer research and expert advice
From sharing markets to shaping markets
10 Vectia method • Vectia method • Vectia method • Vectia method • Vectia method • Vectia method • Vectia method
Shaping markets by affecting market practices
Singularization: sales item definition
Price formation mechanisms
Network readiness
Transactions Associations
& media Technology &
standards
Customer readiness
Competition Norms & rules Market
research
Exchange practices
Actors: focal firm, customers,
suppliers, partners, agents
Practices related to conducting business
Normalizing practices
Actors: authorities,
associations
Practices related to creating norms
Representational practices
Actors: market
research agencies, press, universities,
associations
Practices related to creating statistics & media coverage
From planning to experimentation
12
Predictive, traditional business planning
Planning or action? Successful entrepreneurs go for the effectual process
Identify and opportunity for a new
product / firm / market
Conduct competitive
analysis
Conduct market
research
Develop a business plan
Acquire resources and stakeholders needed to
implement the plan
Adapt to the environment as it changes
over time
Effectual business planning
Assess means:
Who am I? What I know? Who I know?
What can I do?
Interact with people I know
and meet
Obtain partner commitments
New means
New goals
More resources
Less contraints
New firms, products, and markets
Source: Read et al. (2009)