26E04350 - Business Model Design, Lecture, 9.1.2024-15.2.2024
This course space end date is set to 15.02.2024 Search Courses: 26E04350
MODULE 3 (week 5)
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
- 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
- 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
- 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