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New business model, 

quick reactions in changing market
Turun kauppakorkeakoulu TseEXE 

eMBA thesis, 2014
Arto Kunnola
Preliminary thoughts
• What are elements in the company that we need to understand
in order to survive in changing market?...
The framework
• The purpose of the study was to find elements that helps the company to identify
critical areas for develop...
Dynamic capability
Dynamic
capability
Sensing and
seizing
Knowledge
creation
Leveraging
Reconfiguration
Knowledge
integrat...
Different variables in the company
Figure above represents a model with variety of variables in the generation of dynamic ...
Foresight
• Foresight with wide mind map
is important for creating best
possible tool for developing
dynamic capabilities ...
Dynamic capabilities combined with foresight
Picture above suggests that after foresighting the future, by using elements ...
Results
• The research process also showed that foresight tool can be used with dynamic
capabilities in order to increase ...
THANK YOU! !
!
!
For further information, please contact
Arto Kunnola
arto (at) kunnola.com
Follow https://www.linkedin.co...
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"New business model, 
quick reactions in changing market" - the eMBA presentation Arto Kunnola TseEXE 2014, Dynamic capability, foresight, tool for management, sustainable competitive advantage

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New business model, 
quick reactions in changing market
Why some companies are able to react faster to the market changes than others? A short presentation on areas that needs some thinking in order to prepare a good competitive advantage to any company. By combining business foresight and dynamic capabilities it is possible to create a effective tool for your company. This tool can give a great view to Management Board or Board of directors. This also supports the strategy work of the company as well as challenges it.
This eMBA study concentrates to the areas the company needs to develop in order to create better dynamic capabilities to the company and use it as a SCA of the future opportunities.

Dynamic capability is a "young" area for studies. It gives a good new view to the management. There are several academic publications available from the topic.

Dynamic capability needs to be managed in order to create value for the company. The entrepneurialship has a great role among management but also needed in order to gain results as a profitable company. With created tool it is easier to discuss focus areas in the group of directors and board level.
Dynamic capabilities need management focus in order to be implemented effectively.

LEARNING: The dynamic capability of the company reflect the entrepreneurial facet of management.

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"New business model, 
quick reactions in changing market" - the eMBA presentation Arto Kunnola TseEXE 2014, Dynamic capability, foresight, tool for management, sustainable competitive advantage

  1. 1. New business model, 
 quick reactions in changing market Turun kauppakorkeakoulu TseEXE 
 eMBA thesis, 2014 Arto Kunnola
  2. 2. Preliminary thoughts • What are elements in the company that we need to understand in order to survive in changing market? • Several analysis can be done as PESTEV, SWOT, Balance score cards, KPIs, the classical tools that we have had for decades. Are these enough in todays world? • More strategies: Differentiation strategy, low-cost strategy, Focus strategy, first mover, synergy strategy (Porter 1985) • Competitive advantage: The dynamic capability of the company?
 - It emphasizes the development of management capabilities and difficult-to-imitate combinations of organizational, functional and technological skills.
  3. 3. The framework • The purpose of the study was to find elements that helps the company to identify critical areas for development in the changing market situation • This thesis goes through the dynamic capabilities of the company, creating future scenarios and as a case, it focuses to communication industry in 2025 overall. • Using foresight tool which is described in the thesis the company has good information how it should balance resources and make priorization to development of dynamic capabilities. • By combining the need of development of dynamic capabilities and future foresight it is possible to define certain focus areas from the company that need more attention in order to develop the most important areas of dynamic capabilities in the company. • Method which was used in the study was action research. The researcher has years of experience in the communication business sector selling various services. Data collection was done from academic publications and interviews of directors in communication business
  4. 4. Dynamic capability Dynamic capability Sensing and seizing Knowledge creation Leveraging Reconfiguration Knowledge integration Learning Regenerative capabilities Renewable capabilities Foresight can be applied to all parts of dynamic capabilities in order to develop/created the dynamic capabilities of the company
  5. 5. Different variables in the company Figure above represents a model with variety of variables in the generation of dynamic capabilities. With this correctly working information and knowledge flow, the company is able to make performance. The company cannot make any performance if it is lacking entrepreunial activities. Capability formation and performance -model (Zahra 2006)
  6. 6. Foresight • Foresight with wide mind map is important for creating best possible tool for developing dynamic capabilities eg. service business. • Scenarios help the management to make important decisions for the development of renewable capabilities and regenerative capabilities.
  7. 7. Dynamic capabilities combined with foresight Picture above suggests that after foresighting the future, by using elements of dynamic capability to each created scenario, the company could create a preliminary plan for scenarios. This way the management would be fully aware of the possible futures and also prepare their part of the organization to face such future events. Elements that are in the renewing capabilities and regenerative capabilities take a long time to develop.
  8. 8. Results • The research process also showed that foresight tool can be used with dynamic capabilities in order to increase the reaction speed for the market change. • After careful study of chosen business sector, the theoretical analysis was performed. The key elements for quick reaction to market change were defined and after analyzing results of key findings in dynamic capabilities and fore sighting in communication business, the conclusions as tools for management was made accordingly. • Dynamic capability needs to be managed in order to create value for the company. The entrepneurialship has a great role among management but also needed in order to gain results as a profitable company. With created tool it is easier to discuss focus areas in the group of directors and board level. • Dynamic capabilities need management focus in order to be implemented effectively • LEARNING: The dynamic capability of the company reflect the entrepreneurial facet of management.
  9. 9. THANK YOU! ! ! ! For further information, please contact Arto Kunnola arto (at) kunnola.com Follow https://www.linkedin.com/in/artokunnola Twitter https://twitter.com/ArtoKunnola

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