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NYENRODE. A REWARD FOR LIFENYENRODE. A REWARD FOR LIFENYENRODE. A REWARD FOR LIFE
Duurzaamheid in Klantvriendelijkheid
Dr....
NYENRODE. A REWARD FOR LIFE
1960 199019801970 2000
Efficientie
Kwaliteit
Flexibiliteit
Innovatie
Duurzaamheid
ER ONTSTAAT ...
NYENRODE. A REWARD FOR LIFE
Duurzaamheid en The Global Goals
NYENRODE. A REWARD FOR LIFE
Can the Customer still be King in the Era of Sustainability?
MSc Marjolein Bakker
Accepted for...
NYENRODE. A REWARD FOR LIFE
Theorie over disruptieve innovatie kan
veel verklaren
NYENRODE. A REWARD FOR LIFE
Wat de theorie niet kan verklaren ….
NYENRODE. A REWARD FOR LIFE
Sustainability
Value
Proposition
Market Share
High-end
encroachment
Low-end
encroachment
Alter...
NYENRODE. A REWARD FOR LIFE
10 koplopers die allen snel groeien
NYENRODE. A REWARD FOR LIFE
RESULTS
Company
High-End
encroach-
ment
Low-End
encroach-
ment
New Market
encroach-
ment
Trans...
NYENRODE. A REWARD FOR LIFE
Transparency Encroachment
1. Customer awareness = defined as the activities of a
company, when...
NYENRODE. A REWARD FOR LIFE
Of in andere woorden
In the sustainability era the customer can
no longer be ‘king’.
Instead t...
NYENRODE. A REWARD FOR LIFE
Conclusies
1. Aandacht voor Mens & Maatschappij correleert
inderdaad met klantvriendelijkheid
...
NYENRODE. A REWARD FOR LIFE
Henk Kievit
Dr. ir. Henk Kievit
Innovation, Sustainable Business and Ecosystems
Tel: 00-31-(0)...
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Presentatie TCF 2019 Henk Kievit

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Duurzaamheid in klantvriendelijkheid

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Presentatie TCF 2019 Henk Kievit

  1. 1. NYENRODE. A REWARD FOR LIFENYENRODE. A REWARD FOR LIFENYENRODE. A REWARD FOR LIFE Duurzaamheid in Klantvriendelijkheid Dr.ir. Henk Kievit – Nyenrode Business Universiteit
  2. 2. NYENRODE. A REWARD FOR LIFE 1960 199019801970 2000 Efficientie Kwaliteit Flexibiliteit Innovatie Duurzaamheid ER ONTSTAAT EEN NIEUWE MARKTVRAAG …. Bron: Fisscher, O., Nijhof, A.H.J., & Laan, A. (2001). De verantwoordelijke firma : Over een nieuwe fase in de ontwikkeling van de industrie. M & O : Tijdschrift voor Management en Organisatie, 55(2), 58-75.
  3. 3. NYENRODE. A REWARD FOR LIFE Duurzaamheid en The Global Goals
  4. 4. NYENRODE. A REWARD FOR LIFE Can the Customer still be King in the Era of Sustainability? MSc Marjolein Bakker Accepted for publication in the European Journal of Marketing ☺
  5. 5. NYENRODE. A REWARD FOR LIFE Theorie over disruptieve innovatie kan veel verklaren
  6. 6. NYENRODE. A REWARD FOR LIFE Wat de theorie niet kan verklaren ….
  7. 7. NYENRODE. A REWARD FOR LIFE Sustainability Value Proposition Market Share High-end encroachment Low-end encroachment Alternative Encroachment Conceptual model New market encroachment
  8. 8. NYENRODE. A REWARD FOR LIFE 10 koplopers die allen snel groeien
  9. 9. NYENRODE. A REWARD FOR LIFE RESULTS Company High-End encroach- ment Low-End encroach- ment New Market encroach- ment Transparency Encroachment Total No. % No. % No. % No. % Number of relation-ships % of total relation-ships 1. Het Rondeel 0 - 4 18% 2 9% 16 73% 22 14% 2. H&M 1 3% 10 29% 0 - 24 69% 35 22% 3. IKEA 0 - 11 61% 1 6% 6 33% 18 11% 4. Tony Chocolo- nely 0 - 1 8% 3 25% 8 67% 12 8% 5. Zara 0 - 8 73% 3 27% 0 - 11 7% 6. Nespresso 0 - 3 23% 6 46% 4 31% 13 8% 7. Dopper 1 14% 0 - 0 - 6 86% 7 4% 8. Max Havelaar 1 13% 1 13% 4 50% 2 25% 8 5% 9. Albert Heijn 0 - 10 45% 4 18% 8 36% 22 14% 10. LUSH 0 - 2 18% 2 18% 7 64% 11 7% Total 3 2% 50 31% 25 16% 81 51% 159 100%
  10. 10. NYENRODE. A REWARD FOR LIFE Transparency Encroachment 1. Customer awareness = defined as the activities of a company, when introducing a sustainability value proposition, to create awareness of the sustainability problems in the supply chain of that product or service. 2. Creating a unique experience = defined as the activities of a company that is introducing a sustainability value proposition to show customers how this value proposition is part of solving sustainability problems in the supply chain of that product or service. 3. Active customer contribution = defined as the activities of a company introducing a sustainability value proposition to invite and allow customers to participate in solving sustainability problems in the supply chain of that product or service
  11. 11. NYENRODE. A REWARD FOR LIFE Of in andere woorden In the sustainability era the customer can no longer be ‘king’. Instead the customer should be involved as a ‘servant or ally’ by increasing transparency about sustainability issues allowing the customer to contribute to solving these issues by buying the product.
  12. 12. NYENRODE. A REWARD FOR LIFE Conclusies 1. Aandacht voor Mens & Maatschappij correleert inderdaad met klantvriendelijkheid 2. Dit vereist een verschuiving van een focus op klantbelang naar gemeenschappelijk belang 3. Koplopers doen dit op basis van Transparency Encroachment 4. Met een combinatie van Customer Awareness, Unique Experience en Active Customer Contribution
  13. 13. NYENRODE. A REWARD FOR LIFE Henk Kievit Dr. ir. Henk Kievit Innovation, Sustainable Business and Ecosystems Tel: 00-31-(0)346 - 291263 Mobile: 00-31-(0)6 - 5391 3648 email: h.kievit@nyenrode.nl Nyenrode Business University Center for Entrepreneurship, Governance and Stewardship Postbus 130 3620 AC Breukelen

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