Tuotantolähtöisyydestä uusien markkinamahdollisuuksien rakentamiseen

Sitra

Osallistava kasvu -työpaja

24.11.2011

KTT Suvi Nenonen

Partner

Vectia

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The ineffective quest for market share Case: 200 largest US corporations

Average annual top line growth

8.6%

Overall growth rate

Sources of growth

0.1% Market share increases

3.0% M&A activity

5.5% Market growth

Source: Baghai, Smit & Vigurie, 2007

Three lighthouses for

“finding” growing markets

From product to customer value creation

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Radical innovation destroys existing products and creates new customer value – against customer research and expert advice

6 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •

Radical innovation destroys existing products and creates new customer value – against customer research and expert advice

7 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •

Radical innovation destroys existing products and creates new customer value – against customer research and expert advice

8 case • case • case • case • case • case • case • case • case • case • case • case • case • case • case • case •

Radical innovation destroys existing products and creates new customer value – against customer research and expert advice

From sharing markets to shaping markets

10 Vectia method • Vectia method • Vectia method • Vectia method • Vectia method • Vectia method • Vectia method

Shaping markets by affecting market practices

Singularization: sales item definition

Price formation mechanisms

Network readiness

Transactions Associations

& media Technology &

standards

Customer readiness

Competition Norms & rules Market

research

Exchange practices

Actors: focal firm, customers,

suppliers, partners, agents

Practices related to conducting business

Normalizing practices

Actors: authorities,

associations

Practices related to creating norms

Representational practices

Actors: market

research agencies, press, universities,

associations

Practices related to creating statistics & media coverage

From planning to experimentation

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Predictive, traditional business planning

Planning or action? Successful entrepreneurs go for the effectual process

Identify and opportunity for a new

product / firm / market

Conduct competitive

analysis

Conduct market

research

Develop a business plan

Acquire resources and stakeholders needed to

implement the plan

Adapt to the environment as it changes

over time

Effectual business planning

Assess means:

Who am I? What I know? Who I know?

What can I do?

Interact with people I know

and meet

Obtain partner commitments

New means

New goals

More resources

Less contraints

New firms, products, and markets

Source: Read et al. (2009)