MARKNADSSKAPANDE FÖR VÄRDEBASERADE AFFÄRSMODELLER

Transcription

1 MARKNADSSKAPANDE FÖR VÄRDEBASERADE AFFÄRSMODELLER Stockholm 23 Aug 2012 Extended service/value focused business concepts Business concepts that focus on value added and value creation for the customer are increasingly important for modern industrial firms What triggers the move from customers focusing on vehicle purchase cost to operational efficiency and their own value creation? Countries such as Sweden and Poland have moved from a focus on cost to value added over time. Value added business concepts are more suited to reducing pollution, increasing traffic safety and efficiency. Focus on uptime and utilization Higher quality vehicles with superior performance 1

2 Purpose The purpose of the project is to analyze the value of extended service business models such as TOE based on an international comparison study of the development and experiences in four main markets. Understanding the features of the concept and what it means for the customer. What features of markets are relevant for adoption of the concept? The project The project will study the implementation and preconditions for highvalue business models with focus on China The studies will cover three different levels: Country, market and firm Case studies will be carried out in mainland China, Taiwan, Poland and Sweden to give an understanding of the triggers for using high-value business models. This will enable adaptation of such concepts to the Chinese market and communication of the relevance of such concepts Extensive involvement of other industry participants through regular workshops, seminars and meetings with practitioners in both China and Taiwan. We will also invite industry experts and officials to relevant seminars and meetings to communicate the value added services and their effect on the environment, traffic safety and efficiency. 2

3 The study We plan to interview a large number of logistics firms in Sweden, Poland, China and Taiwan. Interviews will also be carried out with Scania employees. Subjects will cover the market situation, market development and buying behaviour including that of logistics firms, and changes over time The research group s competence: Research logistics and supply chain management (with focus on logistics firms), industrial marketing (purchasing behaviour) and supply chain strategy. Logistics firms and industrial marketing. Established cooperation for a number of years with Chinese and Taiwanese universities, and one of the Swedish research team is Chinese. Roles in the project Academic group Theoretical background Writing up interviews Preliminary analysis Theory development The case studies Taiwan China Poland Sweden Support all case studies as needed Experts Industry experts Politicians/officials Other academics Scania group Market knowledge Access to interviews Facilitating contacts Existing documentation All project participants meet in workshops to discuss findings as a group of experts with different competences. Much of the crucial development work will take place here. 3

4 Academic personnel Susanne Hertz- Professor of Logistics, CeLS Centre, Department of Marketing & Logistics, JIBS Ivan Su Professor, Department of Business Administration, Soochow University. Henrik Agndal Associate Professor, Marketing, Stockholm School of Economics Benedikte Borgström Assistant Professor, Chalmers University of Technology Leif-Magnus Jensen Assistant Professor, Logistics, CeLS Centre, Department of Marketing & Logistics, JIBS Lianguang Cui Successfully defended PhD at JIBS in January Veronika Pereseina New PhD student at JIBS. Expected results Developing an understanding for how to adapt high-value service concepts to particular countries and markets This canincludea stepwiseapproach for whichservices to offer now, and whichonesto offer later Betterunderstandingof high-valueservice concepts in general with relevance to other manufacturers and industries 4

5 Diffusion of results Scania willusethe resultsin marketing itstoe concept to Greater China and other markets The workshops and meetingsduringthe projectwillbe usedto spreadthe resultsfrom the projectto major actorsin the industry, including other Swedish manufacturers Publicationsand teachingwillhelpdiffusion of results to a wider audience including other industries Use of results The resultswillbe usedby Scania and otherfirms to adapt their customer offer in growing markets The same resultscanbe adaptedto other industries with similar service concepts The contributionsto research willresultin publicationsand presentations to international academic conferences The resultsfrom the projectwillbe usedin teaching, including at the MSc Programme at JIBS 5