BUSINESS MODEL INNOVATION

CAS-HSG - CERTIFICATE OF ADVANCED STUDIES BUSINESS MODEL INNOVATION The leading program for the design of innovative business models

WELCOME There are many companies with excellent technological products. In particular Europe is characterized by companies with sophisticated product innovation and process innovation ability. Why did many of these firms that had been well known for their products for many years suddenly lose their competitive edge? Within a short period of time strong companies such as AEG, Grundig, Nixdorf Computers, Triumph, Brockhaus, Agfa, Kodak, Quelle and Schlecker disappeared. What did they do wrong? The answer although painful, is simple. These firms failed to adjust their business model to a changing external environment. In today s business the ability to develop innovative business models is an essential condition to maintain long-term competiveness. In a more and more dynamic and complex market environment it is not sufficient anymore to build on innovation mechanisms that are limited to products and processes. The innovation of business models is the key element to transform innovative products into unique customer value. However, in Europe there are still only a few companies such as Hilti, Holcim or Nestlé that addressed this perspective and successfully innovated their business model. Most inspiring examples are still located in the US, in the Silicon Valley. Amazon, Google, Apple, all of them continuously overcome established industry borders applying new business models. In this Business Model Innovation Certificate Program (BMI-CAS) leading experts from University of St. Gallen, Stanford University and accomplished practitioners teach you the necessary knowledge and tools to systematically innovate your business model. In four different modules that take place here on the executive campus of St. Gallen University as well as in the Silicon Valley and on site in your company you learn how to break through the dominant industry logic and how to rapidly design innovative business model prototypes. Two well established methodologies represent a key role in doing so: The Business Model Navigator and Design Thinking. The Business Model Navigator, a concept developed in St. Gallen at the Institute of Technology Management, has successfully been applied for the creation of new business models at companies like Bosch, Hilti, SAP, ABB, Sennheiser and PWC, but also in several European startups. The concept of Design Thinking, a human-centered approach targeting the rapid design and testing of innovation prototypes will be taught by one of its pioneers, Prof. Dr. Larry Leifer from Stanford University. Additionally gained first-hand insights on innovation by Google, Apple and Tesla during excursions in Silicon Valley and a Design Thinking & Leadership workshop contribute to a learning experience that is unique in executive education. Prof. Dr. Oliver Gassmann University of St. Gallen Dr. Amir Bonakdar Stanford University Prof. Dr. Larry Leifer Stanford University 2

The Institute of Technology Management was founded in 1989 as one of the first institutes in Europe. It operates a research program, focusing predominantly on the development of real life problems in close interaction with leading international companies. Its director, Prof. Dr. Gassmann is one of the most cited innovation scholars worldwide. The Business Model Navigator published by Hanser and Financial Times Publishing has been cited as a sensation by the leading German newspaper F.A.Z. and rapidly became a bestseller. For more than 100 years the University of St. Gallen has established the international reputation of the city as a center of knowledge and education. Handelsblatt Ranking: No.1 among German speaking Business Schools Financial Times Rankings: No.1 among Business Schools worldwide with its Master in Strategy and International Management 3

OVERVIEW Leading experts from academia and industry, great networking opportunities, dynamic hands-on sessions and real world implementation, tailored to your individual needs. This is the broad outline of a systematic program that consists of four modules spread over a period of five intense months. On the following pages you will find more information about each module. MODULE I: MODULE II: MODULE III: MODULE IV: THE BUSINESS MODEL NAVIGATOR DESIGNING BUSINESS MODELS IMPACT & IMPLEMENTATION LEADING CHANGE For managers the most scarce ressource is time. Thus, we developed this program to teach you the theoretical basis and methodical tools you need for Business Model Innovation as one aspect. But the most important goal is to assist you developing an innovative business model prototype for your organization and implement it during this course. This opens the chance to significantly drive business performance in your company. REFERENCES "Working with the Business Model Navigator helped us not only to structure our internal approaches better, but drove us also to analyse and understand our competitors business models and therefore their and our position in the market space" Dr. Reiner Fageth, Management Board 4

A DIVERSE GROUP OF INSPIRING PEERS The program is designed for senior executives and entrepreneurs that have the experience and capability to drive business model innovation in their team, in their project, for their business unit or company. We are looking for participants who are responsible for Finance/ Accounting Sales/ Marketing Operations Consultant R&D Project Manager Legal MANAGEMENT FUNCTION IT General Management Corporate Development business development R&D (product & technology development) innovation management Architecture Manufacturing Our experience in existing executive programs has shown a great diversity of functions and sectors among course participants, a unique chance for exchange of Marketing Services Retail Logistics INDUSTRY Software Insurance Banking business experience and perspectives that facilitates to overcome blind spots of an industry. Transportation Energy/ Infrastructure Asset Management Pharmaceuticals Consulting Telecommunication "We applied the Business Model Navigator in a 3-day workshop format with a key customer. Apart from jointly developing a promising business model option, the common experience has also strengthened our bonds for future intensive co-operation" Dr. Susanne Schröder Innovation Manager 5

Module I The Business Model Navigator Dates: November 16-20, 2015 Location: University of St. Gallen, Switzerland OVERVIEW KEY BENEFITS A dynamic start to the fundamentals of Business Model Innovation. From the very beginning on we encourage you to think critically and to challenge your own established assumptions, a key element of Business Model Innovation. Case studies and group workshops supplement the Business Model Navigator that serves as the theoretical basis to understand business models, their interplay and innovation. A closer look is taken on digital transformation and the potential of IoT and Industry 4.0 for Business Model Innovation. Systematically understand business models and their interrelations inside from theory as well as real world examples Gain sensitivity for the business model of your organization and its weaknesses Become aware of blind spots that origin from your industry perspective Learn to use the tools of the Business Model Navigator to systematically identify potential new business models HIGHLIGHTS Away from daily business the executive campus of the University of St. Gallen opens the chance for new strategic insights on the different aspects of your current business model. Get to know the other participants, a group of inspiring personalities and exchange your experience. 6 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

SAMPLE SCHEDULE - DAY 1 Welcome and Introduction Meet the Business Model Navigator What is a business model? Why do successful companies lose the race? How to break a dominant industry logic? Approaches to Business Model Innovation Strategies for Business Model Innovation Case Study Networking lunch Interactive workshop: The BMI triangle Discuss the four perspectives of your current business model Analyze the change drivers of your industry Prepare the funeral speech for your company Summary of the day & Evening Work Close Networking Opportunity AM PM 7

Module II Designing Business Models Dates: January 11-15, 2016 Location: Silicon Valley, USA OVERVIEW Hands-on design thinking sessions with one of its most accomplished pioneers Professor Dr. Larry Leifer from Stanford University. Design Thinking is a human-centered approach that integrates expertise from design, social sciences, business and engineering. It is widely used in the rapid design of prototypes and the development of business model innovations. The module is being divided into seminars in which the methodological knowledge is imparted and excursions to some of the world s most innovative firms companies such as Apple, Google and Tesla acts as a transition phase from theoretical knowledge to real world application. By the end of the module workshops play a key role for the development of a business model prototype that you continue to drive towards implementation in the subsequent Impact & Implementation Session. KEY BENEFITS Experience the university culture and grasp the entrepreneurial spirit interacting with students and faculty members Learn to leverage principles of business model design for your own innovative ideas and get support from sophisticated experts building a business model prototype for your organization Understand and learn how to speed up the verification phase in business model projects 8 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

HIGHLIGHTS Have a workshop session mutually build on the business model prototype that you are going steer towards implementation in your company First hand insights by innovation leaders from Silicon Valley "The International CES is clearly the most relevant innovation and technology show in the world. Eric Fitzgerald Reed, vice president, entertainment and policy, Verizon Communications On the edge of this module you have the chance to explore the International CES (Consumer Electronics Show) in Las Vegas, the world s most relevant trade fair for innovation in consumer electronics 9

Module III Impact & Implementation Dates: January 18 April 1, 2016 Location: Remote at your company OVERVIEW An intense time of adaption & implementation. Applying the knowledge and methods learned in the previous modules this phase is the most intensive but also a very valuable part of the program: You develop a detailed concept of your most promising business model, test the most critical assumptions and drive towards the implementation in your company. For this we support you with advice on how to address the most critical challenges occurring during the project via a virtual expert sessions. KEY BENEFITS Transfer and apply the learnings to your company and industry context Rapidly develop a business model prototype within your company and collect regular feedback. Build hypotheses and check your assumptions with your peers and colleagues in your company as well as the external environment Learn managing and leading your team through your innovation challenge. Identify and learn how to overcome barriers to strategic change 10 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

Module IV Leading Change Dates: April 4-8, 2016 Location: University of St. Gallen, Switzerland After the implementation phase in your organization it is time for reflection and addressing the human side of change. A key element of this module is the presentation your innovation project in front of the course. Receiving feedback from our experts and other participants with diverse industry backgrounds represents an essential source for insights about further optimization of your business model. The seminar sessions of this module deal with Leading change for business innovation projects The definition of meaningful KPIs for business model innovations IP Management: How to effectively leverage and protect innovation? Understand the drivers of change and apply leaders OVERVIEW KEY BENEFITS Receive useful opinions from peers and scholars about your project progression Learn how to apply the new gained knowledge and methods to continue with the implementation of your innovation project "BASF has been working for more than five years with the Business Model Navigator. It has led to concrete business concepts and also created a more open mindset. We applied the methodology [ ] in various environments and industries and it worked fantastically!" Dr. Petra Bachem VP Marketing & Sales 11

COURSE LEADERS Prof. Dr. Oliver Gassmann is Professor of Technology and Innovation Management at the University of St. Gallen, one of Europe s leading business schools. He is also Managing Director of the Institute of Technology Management. Until 2002 he worked for Schindler and led its Corporate Research department as VP of Technology Management. He is co-founder of the BMI-Lab which focuses on Business Model Innovation. Over a course of five years at the University of St. Gallen, Oliver and his team studied over 350 business model innovations which led to a revolutionary and practical framework of how to design new business models: The Business Model Navigator. He also co-founded the advisory group BGW and the think tank GLORAD Shanghai-St. Gallen on global innovation as well as the Entrepreneurial BMI Clinic in Berlin which incubates start-up companies in Europe s hottest start-up scene. In 2014 he was awarded Leading Researcher by IAMOT in Washington and nominated for the Scholarly Impact Award by the prestigious Journal of Management. Today he serves as a member in several academic, economic and political boards, such as a member of the International Advisory Board of the Google Research Institute for Internet & Society. Dr. Amir Bonakdar is Postdoctoral Scholar at Stanford University's Center for Design Research and heads the Business Design Research group with co-locations at Stanford and St. Gallen. He teaches in various executive MBA programs specializing in business model innovation. Dr. Bonakdar worked in various research projects with renowned clients listed in the DAX and SMI indices. He worked for 5.5 years as a consultant and researcher for SAP in the German headquarters in Walldorf and the research center in St. Gallen, Switzerland. His research interests include business model innovation as well as strategic innovation and networks. His work has been published in leading scientific conferences such as the Annual Meeting of the Academy of Management. Prof. Dr. Larry Leifer is a Professor of Mechanical Engineering in the School of Engineering at Stanford University. He joined the faculty in 1976 after serving as an assistant professor at the Swiss Federal Institute of Technology, Zurich, and 4 years at the NASA Ames Research Center s Human Information Processing laboratory. He has served as founding director of the Stanford Veterans Administration Rehabilitation Engineering R&D Center; Smart Product Design Lab; Center for Design Research (CDR); Stanford Learning Lab; and Hasso Plattner Design Thinking Research Program at Stanford. Research themes include: 1) creating collaborative engineering design environments for distributed new product innovation teams; 2) instrumenting that environment for design knowledge capture, indexing, reuse, and performance assessment; and 3) design-forsustainable-wellbeing. His top R&D priorities include, d.swiss, human-robot teamwork experience design, and the notion of a pan-disciplinary PhD program in Design. He has been granted an honorary doctorate by the Royal Institute of Technology, Stockholm; and is an honorary fellow of the Design Society. 12 Thomas Moriarty Managing Director & Co-Founder Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

PRELIMINARY SPEAKERS OF THE PROGRAM Prof. Dr. Karolin Frankenberger is an Assistant Professor at the Institute of Technology Management of University of St. Gallen and head of the competence center Business Model Innovation. Before rejoining the academia Prof. Dr. Frankenberger worked as a consultant for 6.5 years for McKinsey & Company in the Munich and Zurich office. Her present research interests are in the area of business models, business model innovation, network strategy and strategic initiatives. Her research has been published in top-ranked academic and managerial journals such as Academy of Management Journal. She received several academic awards including the "Sumantra Ghoshal Research and Practice Award 2006" of the Academy of Management Dr. Reiner Fageth serves as CTO of CeWe Color, overseeing the company's daily operations of the technical, research and development divisions. He has been on the Board of Management for CeWe Color Holding AG since January of 2007 and has served as the managing director of Neumüller CeWe Color Stiftung for five years. Prior to CeWe, Dr. Fageth was head of hardware and software development at Metec GmbH. Dr. Fageth has spoken at several industry events including PMA, DIMA, Infotrends, Electronic Imaging and the International Conference on Multimedia. Dr. Fageth earned his Doctorate degree at the University of Northumbria in Newcastle, UK. Dr. Tamara Carleton, Ph.D., is chief executive and founder of Innovation Leadership Board LLC, a global leader in the design of tools and processes that enable radical innovation. Dr. Carleton has served as an Innovation Fellow at the U.S. Chamber of Commerce Foundation, a Fellow with the Foundation for Enterprise Development, and a Fellow for the Bay Area Science and Innovation Consortium. A former management consultant at Deloitte Consulting LLP, Dr. Carleton specialized in emerging solutions in enterprise applications, customer experience, and marketing strategy. She has been published in a variety of technical journals, as well as the general business press. Dr. Carleton is frequently invited to discuss her work and research in the United States and abroad. Dr. Christoph H. Wecht, MBA, is a Managing Partner at BGW AG and also heads the Competence Center for Open Innovation at the Institute of Technology Management at the University of St. Gallen in Switzerland. He also holds a lectureship in technology management and publishes both practiceoriented and scientific journal articles and books. He previously worked in the automotive supply industry in Austria, Germany, and the United States. He has also headed the Knowledge Management and Innovations Department at Continental. 13

PRELIMINARY SPEAKERS OF THE PROGRAM Dr. William Cockayne, Ph.D., is CEO and founder of Lead X, the premier microlearning, mobile platform for innovation leadership. A seasoned technology executive and entrepreneur, Dr. Cockayne has led diverse teams in advanced research, product development and manufacturing at SK Telecom Americas, Eastman Kodak, DaimlerBenz, and Apple Computer. He has also led the development of over 20 market-leading products, including the awardwinning Travel by Handstand app and modo, a consumer wireless device that pioneered mobile advertising, social media, and barcodes on mobile displays. Dr. Cockayne teaches foresight engineering and technology leadership at Stanford University. He is a regular speaker and advisor on topics of industrial research and development, disruptive innovation, and technology entrepreneurship. He holds multiple patents and has authored numerous publications, including the books Mobile Agents and the Playbook for Strategic Foresight and Innovation. Dr. Martin A. Bader is a European and Swiss Patent Attorney and Managing Partner at BGW AG. He also heads the Competence Centre for Intellectual Property Management at the Institute of Technology Management at the University of St. Gallen, Switzerland. He is also a member of both the Association of Independent European and Swiss Patent Attorneys and the Licensing Executives Society. Since 2014, he is a mediator for the WIPO Arbitration and Mediation Center. In 2013, he was selected as one of the world s leading IP strategists by IAM Strategy 300. He previously worked as Vice President and Chief Intellectual Property Counsel at Infineon Technologies in Munich, Germany. Prof. Dr. Alexander Ilic is an Assistant Professor at the Institute of Technology Management of University of St. Gallen and the Director of the Auto-ID Labs ETH Zürich/University of St. Gallen. His research is focused on IT-enabled innovation in the field of mobile technology, consumer behavior, and retailing. Dr. Ilic is active on promoting the synergies between academia and start-ups to encourage entrepreneurship and make impact. For his entrepreneurial activities, he won several prizes including Entrepreneur of the Year by E&Y (2012), Swiss Economic Award (2011), HSG Entrepreneur of the Year (2011), and Swiss Innovation Prize (2010). He is currently involved in the start-up Dacuda AG (disruptive, real-time scanning technology) as founder, CTO, and Chairman. He serves on the boards of Swiss Start-up Monitor and ETH Entrepreneur Club. 14 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

GENERAL INFORMATION & CONTACT COURSE DURATION The course starts with the beginning of Module I on November 16, 2015 and ends completing Module IV on April 8, 2016 15 days of attendance divided into three modules plus the opportunity for the adaption of learnings in your own business during the Impact & Implementation session. WORKSHOP LOCATIONS PROGRAM LANGUAGE Executive Campus, University of St. Gallen Silicon Valley St. Gallen: German or English Silicon Valley: English PROGRAM FEES ECTS CREDITS 19 500 CHF including lunch, tuition fees, snacks and course material, not included travel expenses and costs for overnight stays 15 INTEGRABILITY The Certificate Business Model Innovation can be integrated into the Executive MBA of the University of St. Gallen THOMAS MÖLLERS Program Manager Phone: +41 71 224 7227 Mail: thomas.moellers@unisg.ch For help and information related to this program, please do not hesitate to contact me. I am welcome to provide assistance for your individual planning. 15

INSTITUTE OF TECHNOLOGY MANAGEMENT UNIVERSITY OF ST. GALLEN www.item-executives.com