26E04350 - Business Model Design, Lecture, 28.2.2022-7.4.2022

Topic outline

• MODULE 2 (14.-20.3)
  UPDATES:

  • Thursday CLASSROOM workshop held in room M202 Ryhmäopetus 9.15-11.00
    

  • Select activity MODULE 2 - WHAT IT TAKES TO PUT VALUE FIRST (14.-2...

    MODULE 2 - WHAT IT TAKES TO PUT VALUE FIRST (14.-20.3)

    • Themes: Theoretical link between user-centered-design and value proposition design, and its application to practice. Value proposition development process
    • Learning objectives: Compare different perspectives to value propositions; Perform the systematic value proposition design process

    
    

    Zoom link and information for all the sessions:

    • https://aalto.zoom.us/j/62165035614?pwd=eHBzMUZ0WWFXSVhWYlRMc1pjZmtWdz09
      
    • Meeting ID: 621 6503 5614, Passcode: 064452

    
    

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    Monday 14.3. 12-14

    Mandatory reading

    • Frow, P., McColl-Kennedy, J. R., Hilton, T., Davidson, A., Payne, A., & Brozovic, D. (2014). Value propositions: A service ecosystems perspective. Marketing Theory, 14(3), 327-351.

    
    

    Notes: This week emphasizes the challenges and possibilities of identifying and communicating value.

    
    

    Monday materials
    

    • Slides
      
    • Recording link: https://www.dropbox.com/s/6id7eypk8q19tfl/video1852048149.mp4?dl=0
      

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    THURSDAY 17.3

    Mandatory reading

    • Bettencourt, L. A., & Ulwick, A. W. (2008). The customer-centered innovation map. Harvard Business Review, 86(5), 109.
    • (here is a direct link if HBR is not accessible: https://mycourses.aalto.fi/pluginfile.php/1518239/course/section/193099/hbr_1.pdf)

    
    

    Optional reading (you can browse this book if you want)

    • Optional: Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.

    
    

    Notes: The old but always-relevant classic from Bettencourt and Ulwick navigates us the world of forming value propositions! Please read the article as we will be using similar method in the Thursday workshop. We will also be using some tools from Osterwalder et al (2014) so that is an additional (not mandatory) reading.
    

    
    

    Thursday workshop instructions and recordings (copy-paste the video link)

    • Miro-board: https://miro.com/app/board/uXjVOGtPKSI=/?invite_link_id=993551966393
      
    • Instruction video: https://www.dropbox.com/s/lv0vuk9vg25m224/businessmodeldesign2022_workshop2_instructions.mp4?dl=0
      
    • Workshop cases and groups