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Disclosing Shared
                                                 201
                                                 WO


Value in Business
                                                   RL
                                                     DU
                                                       SA
                                                         BIL



                                                    2
                                                            ITY


Ecosystems
                                                                DA
                                                                  Y
                                                 BE
                                                   RL
                                                     IN
Alte Kalkscheune Berlin, October   10th   2012
Corporate Confusion
                                                       Innovation! We need
                                                         more innovation!




                        The key is: We have to
                      create more value for our
                             customers!

                                      … and our
                                  solutions have to
                                  become more easy
                                       to use.




                                  Yes!
                           Our brand definitely
                           needs an emotional               We need a clear
                              supercharge!               positioning! Our value
                                                      proposition has to be refined.
                                                      I personally have the vision of
                                                         becoming the Apple of ...!




                                                                                 2
Agenda




01   What is User Value?

02   And a Value Proposition?

03   Value Creation: How to create/deliver new value?

04   Team Work!                                45 min




                                                        3
Biosphere




                                                Individual




                                      Society                Economy




Adapted from Daly and Farley (2004)                                    4
Biosphere


                                       Society


                                      Economy



                                      Individual




Adapted from Daly and Farley (2004)                4
Biosphere
                             Ecology                 Economy

                                         Society


                                        Economy



                                        Individual




                           Psychology                Sociology


Adapted from Daly and Farley (2004)                              4
Levels of
Value
Levels of
Value
                    ty
                  ie




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                          ste




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                                   tion




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                                 sa




                              ni
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                                   Us
Levels of
Value
                    ty
                  ie




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                             m
                          ste




                      y
                    os
                                   tion




                  Ec
                                 sa




                              ni
                            ga
                          Or
                                          er




                                   Us
Levels of
Value
                    ty
                  ie




              c
            So
                             m
                          ste




                      y
                    os
                                   tion




                  Ec
                                 sa




                              ni
                            ga
                          Or
                                          er




                                   Us
Levels of
Value
                    ty
                  ie




              c
            So
                             m
                          ste




                      y
                    os
                                   tion




                  Ec
                                 sa




                              ni
                            ga
                          Or
                                          er




                                   Us
Levels of
Value
                    ty
                  ie




              c
            So
                            em
                          st




                      y
                    os
                                   tion




                  Ec
                                 sa




                              ni
                            ga
                          Or
                                          er




                                   Us
Levels of
Value
                    ty
                  ie




              c
            So
                            em
                          st




                      y
                    os
                                   tion




                  Ec
                                 sa




                              ni
                            ga
                          Or
                                          er




                                   Us




Perspectives
on Value
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                     Us

    Economy                                                  Ecology




Perspectives
on Value        Psychology                       Sociology
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                     Us

    Economy                                                  Ecology




Perspectives
on Value        Psychology                       Sociology
Acquisition Value, Aesthetic Value, Basic Value,
Conditional Value, Delivered Value, Efficiency Value,
Desired Value, Emotional Value, Dual-stimulus Value
Epistemic Value, Exchange Value, Esteem Value, Exc
Value, Ethical Value, Expected Value, Excellence Valu
General Value, Functional Value, Postpurchase &
Performance Value, Image Value, Private Meaning Va
Logical Value, Public Meaning Value, Material Value,
Received Value, Play Value, Sign Value, Redemption
Possession Value, Relative Value, Practical Value, Sin
stimulus Value, Social Value, Transaction Value, Spiri
  User Value?
Value, Unanticipated Value, Status Value, Use Value,
Value, Experience Value, Means-end Value, Exchang
Value, Labor Value, Extrinsic Value, Intrinsic Value,
Satisfaction Value, Perceived Value, Value in Context
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                     Us

    Economy                                                  Ecology




Perspectives
on Value        Psychology                       Sociology
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for
                                      Money




    Economy                                                  Ecology




Perspectives
on Value        Psychology                       Sociology
Classic Value Theory in Economics




                                    10
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for
                                      Money




    Economy                                                  Ecology




Perspectives
on Value        Psychology                       Sociology
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for
                                      Money
                                       Happieness




    Economy                                                     Ecology




Perspectives
on Value        Psychology                          Sociology
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for
                                      Money
                                       Happieness




    Economy                                                     Ecology




Perspectives
on Value        Psychology                          Sociology
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for
                                      Money
                                       Happieness
                                                 Belonging




    Economy                                                              Ecology




Perspectives
on Value        Psychology                                   Sociology
Sign Value




             13
Sign Value




             13
Play Value: Children’s Hospital of Pittsburgh




Image Credit: © 2011 General Electric Company (http://www.gehealthcare.com/promo/advseries/adventure_series.html)   14
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for
                                      Money
                                       Happieness
                                                 Belonging




    Economy                                                              Ecology




Perspectives
on Value        Psychology                                   Sociology
Levels of
Value
                      ty
                    ie




                c
              So
                              em
                            st




                        y
                      os
                                     tion




                    Ec
                                   sa




                                ni
                              ga
                            Or
                                            er




                                       Us
                                     Value for        Eco-
                                      Money         Footprint
                                       Happieness
                                                 Belonging




    Economy                                                                 Ecology




Perspectives
on Value        Psychology                                      Sociology
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                         a                                                                             ic ip                  ie n                                                      ns              per               a ls                                                                                       o
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems
Disclosing Shared Value in Business Ecosystems

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Disclosing Shared Value in Business Ecosystems

  • 1. Disclosing Shared 201 WO Value in Business RL DU SA BIL 2 ITY Ecosystems DA Y BE RL IN Alte Kalkscheune Berlin, October 10th 2012
  • 2. Corporate Confusion Innovation! We need more innovation! The key is: We have to create more value for our customers! … and our solutions have to become more easy to use. Yes! Our brand definitely needs an emotional We need a clear supercharge! positioning! Our value proposition has to be refined. I personally have the vision of becoming the Apple of ...! 2
  • 3. Agenda 01 What is User Value? 02 And a Value Proposition? 03 Value Creation: How to create/deliver new value? 04 Team Work! 45 min 3
  • 4. Biosphere Individual Society Economy Adapted from Daly and Farley (2004) 4
  • 5. Biosphere Society Economy Individual Adapted from Daly and Farley (2004) 4
  • 6. Biosphere Ecology Economy Society Economy Individual Psychology Sociology Adapted from Daly and Farley (2004) 4
  • 7.
  • 9. Levels of Value ty ie c So m ste y os tion Ec sa ni ga Or er Us
  • 10. Levels of Value ty ie c So m ste y os tion Ec sa ni ga Or er Us
  • 11. Levels of Value ty ie c So m ste y os tion Ec sa ni ga Or er Us
  • 12. Levels of Value ty ie c So m ste y os tion Ec sa ni ga Or er Us
  • 13. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us
  • 14. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Perspectives on Value
  • 15. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Economy Ecology Perspectives on Value Psychology Sociology
  • 16. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Economy Ecology Perspectives on Value Psychology Sociology
  • 17. Acquisition Value, Aesthetic Value, Basic Value, Conditional Value, Delivered Value, Efficiency Value, Desired Value, Emotional Value, Dual-stimulus Value Epistemic Value, Exchange Value, Esteem Value, Exc Value, Ethical Value, Expected Value, Excellence Valu General Value, Functional Value, Postpurchase & Performance Value, Image Value, Private Meaning Va Logical Value, Public Meaning Value, Material Value, Received Value, Play Value, Sign Value, Redemption Possession Value, Relative Value, Practical Value, Sin stimulus Value, Social Value, Transaction Value, Spiri User Value? Value, Unanticipated Value, Status Value, Use Value, Value, Experience Value, Means-end Value, Exchang Value, Labor Value, Extrinsic Value, Intrinsic Value, Satisfaction Value, Perceived Value, Value in Context
  • 18. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Economy Ecology Perspectives on Value Psychology Sociology
  • 19. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Economy Ecology Perspectives on Value Psychology Sociology
  • 20. Classic Value Theory in Economics 10
  • 21. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Economy Ecology Perspectives on Value Psychology Sociology
  • 22. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Economy Ecology Perspectives on Value Psychology Sociology
  • 23. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Economy Ecology Perspectives on Value Psychology Sociology
  • 24. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Belonging Economy Ecology Perspectives on Value Psychology Sociology
  • 27. Play Value: Children’s Hospital of Pittsburgh Image Credit: © 2011 General Electric Company (http://www.gehealthcare.com/promo/advseries/adventure_series.html) 14
  • 28. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Money Happieness Belonging Economy Ecology Perspectives on Value Psychology Sociology
  • 29. Levels of Value ty ie c So em st y os tion Ec sa ni ga Or er Us Value for Eco- Money Footprint Happieness Belonging Economy Ecology Perspectives on Value Psychology Sociology
  • 30. d V a lu es ear o nN e iv e R V ie w s ri fic e S ac »User Value«? Whati science is saying ... e nef ts an d AB A cc o rd i ng t o hi s mo a and del a lity m /or fo u r d qu nd a re exp p rim io n s an em a a ls o re ss a ry oper at y th e d ] su ed i in te a te g y , nl gen b je c n d iv rp re he cu s tr Ag a in o s te n c y cy ( id u a ex ch ta tio s of t tin g , te x t. cons i to m e r Wo t to lly o ange d a tio n m a rk e ss co n s and he cu s oda th e r co v a lu ns o y fo u n s fro m b u s in e c is e n es e fo r t ll 2 0 in flu lle c t e, w f va th e v er 9 0 te xt in th e ir c o n of va lu a le V C 03, ence iv e l h ere lu e in e d s is o f s u se d in th e fo rm s ,S p p .5 of b y (a ca m a ly ti d ry in g VC o th as e in g exa ur e an th ow i ns v a rie p r im a a rk et – 6 ). th e sag very fo rm H av li te ra t n d ou fi n itio r, fiv e d VC ,M ” su bj e s ta ty s of m ed a e r to fi a in d e ow e ve D e r iv e e c t’ lt) b dal v a lu fo r in o r d and ag o rs. H et V C , s va y th ls e fo em e nt d ere d, ar au th lo w s :N lu e ec Fac r th ag si ul l syst s con tf p a r tic a s fo e cu ks ous vaelled the em a to rs s to m s id e w r m a e wo bl in f l e r ( a cro ss th a ll la u e uen d V C ) rg e d . W o o re 1 2 ). c in g em(Sou VC (Figu e Con r tio n a c e : W l su Ra me o oda .4 3 0 ) p rs ’ V llil2o 2007, a lu -B on l 0 0 3 4 ) adieo In ie s ta , p .9 , p .1 á t z n & nP ) l2 003 - -F e rn ro c oo dal 120 c hez ess (W - (S á n s d v a lu e ri fic e rc e iv e sac m s on pe ll (2 003) fits a n d rc h s tr ea rW ooda Ben e R esea a fte e t VC w on N V ie on c tiv e i cs p ersp e e co n om ) til it a r ia n 20 in th , p .7 an u , p .1 al t &E ll 2 003 kes 56«n iv id u em en : Wo oda ly ta ) ar009 d »Figuralue ifor ae in e n d he n ag S our ce V C clle 2 12 an ( V n e e n c u tio n s . T te Ma fo rm s( e N et bul 03, p. e d o p e ri e s o l b x p o ra ri m a ry VC fi ce s: T h T u r n ll 2 0 a hi s can eernativ n tu itiv e Cor 2: Fi ve p sa cri eWood ch otueri.nT peting alt bjective »i observe. r he s is in ig u re 1 fits a nd ce ( ft sacf. l t e a Va fo r c o m o Th e F f be ne if c rni e in s a rd t .A .- la n c e o d sa c nperie ghted ag a du ct or e us a th e rh M Ba ts a nefir Ex nd wei e in me pro ss a r er e e p ti o n . B m e a re d a V atlhe sa ion u ng p ro c su m to p e s o f sse s anci con Cus rn a ti v o F ig u th e b al th e r n te foe ia l p reo1s of r ver ct alonValu s o ro d u e, g fa c t 1 : iv e g e n flu e n c in an h e i A Pr e li m e ct p n ce xch e re t in a r Pe rs p e xp e r ie e h w SUM y mo o n s« M AR del ue er u la ti o,f p.4) Val Y: W u sto m c a lc U se OOD v 0 0 9 a lu e f o c A LL S F O n b u ll 2 ge s of “S u v a lu e r th e sum Image Credits: ... S ta nce b je c e URrI : T u NTE cust om e 17 e rs ’ e r ie t-b a s e d e (S o u rc RPR r (S o exp ,a ETA u rc e v a lu a te d c e In t r i ie nc nd T IO N S OF : Wo a ic ip ie n ns per a ls o