WHAT IT TAKES TO PUT VALUE FIRST

  • 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/63530698892?pwd=NGR0UDlVNEdPd1dZaUNHQkE5YnE0QT09
  • Meeting ID: 635 3069 8892 Passcode: 530418

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Tuesday Lecture

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.

Tuesday materials

  • Slides
  • Recording link: https://aalto.cloud.panopto.eu/Panopto/Pages/Viewer.aspx?id=45908bb5-3478-4dd5-aea7-b10700c48c36

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THURSDAY WORKSHOP

Mandatory reading


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

  • Miro-board: https://miro.com/app/board/uXjVN0YkmpM=/?share_link_id=214686774569
  • Instruction video: https://www.dropbox.com/s/lv0vuk9vg25m224/businessmodeldesign2022_workshop2_instructions.mp4?dl=0
  • Workshop cases and groups: H01 Groups, H02 Groups, H03 Groups




Last modified: Tuesday, 30 January 2024, 3:07 PM