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Small scale vs. Large scale
 

Small scale vs. Large scale

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DON'T GET STUCK IN THE MIDDLE: The customer connection will be handled by those who know and serve.. Small scale companies(or individuals) are connected and will challenge global players in the ...

DON'T GET STUCK IN THE MIDDLE: The customer connection will be handled by those who know and serve.. Small scale companies(or individuals) are connected and will challenge global players in the small scale game. Customer involvement in innovation/production will add value in the chain.

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  • Impressive presentation of 'Small scale vs. Large scale'. You've shown your credibility on presentation with this slideshow. This one deserves thumbs up. I'm John, owner of www.freeringtones.ws/ . Hope to see more quality slides from you.

    Best wishes.
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  • Exceptional slideshow. Very clear and helpful
    Anisa
    http://financejedi.com http://healthjedi.com
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  • very good.



    cocreation is the futur, customer will not only act at the end and be considered as the buyer he will from now on and more and more be an actor from the beginning of the product.



    please continue to share your knowlegde!
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  • Hi Mike,

    Thanks for your words.

    Yep. there are exceptions. What makes the exceptions I am not sure yet. In my slideset(the end) you see examples of exceptions(Apple is one of them).

    With Adidas I am not sure..

    I see a kind of polarisation forming between the group that believes the big ego brands and the group who like to see 'serving' brands.. Which path will Adidas take? Can you be there for both groups?
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  • Wow, Raimo, have you got some impressive energy. I respect the fact that you stick out your head and create stuff to talk about. Which I will.
    Aren't brands like Apple (Itunes) and Mini Cooper proving that large scale and increased consumer influence are very well possible? In facts isn't Adidas proving that they can play the games on both chessboards?
    Hear from you, cheers Mike
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    Small scale vs. Large scale Small scale vs. Large scale Presentation Transcript

    • Small Scale vs. Large Scale stuck in the middle Raimo van der Klein http://contributionmarketing.wordpress.com
    • The Origin
      • BIG companies have difficulties serving the connected individuals.
      • Transparancy show the real resources/assets of companies(read competitive advantage).
      • Distribution has become a commodity.
    • The Scale Effect
      • The customer connection will be handled by those who know and serve..
      • Small scale companies(or individuals) are connected and will challenge global players in the “small scale game”.
      • Customer involvement in innovation/production will add value in the chain.
      Customer side “ small scale game” Production side “ large scale game” A-brands
    • Examples Customer side “ small scale game” Production side “ large scale game” Pimped car FIAT Production Plant P2P distribution Operator Access Unique design Tee Onlineshop Factory Adidas Zissou Adidas Factories/research Recommendations Amazon Distribution User Generated Content MTV Artists A-brands
    • The Value chain shift Low Transparancy High Open platform Product Facilitation User Generated Products Co creation Customization Customer Relationship bus.* Pr oduct innovation and commercialization Businesses* Infrastructure Management Businesses* Crafting Mass Marketing Brands Standardization Retail Pressure on Innovation Open Innovation Pressure on Production Pressure on Attention Contact Facilitation * John Hagel Outsourcing “ Small Scale Game” “ Large Scale Game”
    • Small Scale Game More tools to add value. Navigation Social Marketplaces Recommendations Customization Profiles Comparisons P2P distribution
    • Large Scale Game Value through scale and openness Customization facilitation Materials Research Direct access/contact China Low cost
    • The Middleman(Brands) PRESSURE.. Adidas Zissou case Customer drives: Innovation Recommendations Reputations Marketing Sales “ Small Scale Game” Production facilitates: Co-creation Customization “ Scientific” innovation Open research “ Large Scale Game” Value moves away How to create TRUE value?
    • Deflation of the Brand’s value in the chain.. Refocus on your contribution in the valuechain.. Do you play the SMALL game or the LARGE game?
    • The choices Define clear connected groups Know them better than they know themselves Create a platform to innovate and co-create Make great products(tools) for this small group you know Serve your public “ small scale game” “ large scale game” Facilitate customization Focus on research Open production(wholesale) Be the best or cheapest Scale matters..
    • Some Exceptions..
    • (Vertical) Icons ?
    • Amazon will facilitate a User Generated Products Platform
    • Power2thePeople
    • About Author
      • Raimo van der Klein is a marketing and sales professional who worked previously for several large retailers and has been involved in “Connecting People” for the past 6 years. Raimo worked at Nokia Networks as a Product Marketing Manager and worked for Nokia Mobile phones as a Key Account Manager.
      • Currently he is working as Principal Innovation Manager at KPN in the Netherlands. Responsible for social networks and blogging. Current interests involve: Mobile Marketing, Social Networking, Social sharing, Social Search, RFID, 2D Barcodes, Co-creation, Crowdsourcing, Context awareness, Gadgets, Sustainability, Strategic CSR.
      • For more information contact me at [email_address]