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today’sagenda• discussionofthepre-assignment• BM– HUH?• [shortbreak]• Q&A– longdiscussion• homeassignment
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Sh.Ec.&sustainability:Pros?• sharingiscaring– roleofcommunities• betteruseofresources– fromownershiptoaccess
• affordability/consumerism• reduceexternalities• supplementalincome
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Sh.Ec.&sustainability:Cons?• underservedneedsfromlow-incomesegments• newsharing-economydivide– Offerside->forvolumeandscale– Demandside->fordigitalliteracy
• ownershipandgovernanceofcommunities• privacyandsecurity• regulatorydisruption– informaleconomy– reducedjobbenefits,protections,security– unintendedconsequences
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homeassignment• takeoneexemplar,famouswell-knowcaseofsharingeconomy.
• describeinaparagraphtheirbusinessmodel• commentintheblogpostbeforenextclass
• thesame businessmodel!• matchmaking• “peer topeer transaction…”• consumermay become theproducer,andviceversa• disintermediation• collaborativeconsumption |peer production|etc.• value capture (profitability)frommatchmaking fees• iconic businessmodel:“we aretheAirbnb of…”
whatdotheyhaveincommon?
[Q]whatdotheyhaveincommon?
• thesame businessmodel!• “give therazor away…”• “…andthey will comefortheblades!”• “leveraging complementary assets”• iconic businessmodel:“R&B”bm
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classexercise• thinkaboutyourcasestudy• compareitwiththe“standardwaytomakebusiness”
• e.g.,AirBnb vs.Hilton• dotheysolvethesameneed?• howdothedifferinsolvingit?• howdotheygeneratevalueforthecustomer?• howdotheydelivervaluetothecustomer?• howdotheycapturevalueforthecustomer?
businessmodel?
• it’s amodel(duh!)– simple– cognitiverepresentation– manipulable
• how afirm create,capture (anddeliver)value• insimplified abstract form
howdowedescribe/communicateit?
• withmodels• “models ofbusinessmodels”• two-times separated analysis
“models”ofbusinessmodel
• two schools ofthought– activity system perspective (Amit,Zott,Osterwalder,ecc.)
– cognitivesystem perspective (Haefliger,Aversa,Baden-Fuller,Magematin,ecc.)
wheredotheycomefrom?
• emerging,newmanagerial category• traditional wayof“doing business”:
“firms traditionally operated following similar logics,typical oftheindustrialfirm,inwhich aproduct /service—typically produced bythefirm (anditssuppliers)—is delivered toacustomer fromwhichrevenues arecollected.”(Tucci&Massa2014)
• moreandmorechallenged bynovel waysof“doing business”
easyboy!It’snotthatsimple!
• longarethedays of“simple”,“easy”businessmodels
• diverging trajectories forcreating andcapturing values
“novel”businessmodels
• innovation inthestandard“takemy money”BM• disrupting many traditional industries• 4 fundamental determinants:– internet&ICT– post-industrial technologies– newmarkets at thebasis ofthepyramid– socialinnovation
InterneteICT
• e.g.:Amazon,Linkedin,socialgaming• newwaysofcreating,delivering,capturing v.• hottopics:– disintermediation– newinfo-based intermediation– increasing user baseand“longtail markets”– co-creation ofinnovation
post-industrialtechnologies
• e.g.,software,biotech,material sciences• division oflabor– es.:SaaS
• Innovation “finds its [new]way”:– OpenSourcesoftware/hardware– IPRmarkets– OpenInnovation
• …
newmarketsatthebasisofthepyramid
• still unexplored markets• 2/3worldpop• newdiscovery:“poors”as consumers,notvictims
• businessmodelinnovation:– co-creation (solutions arealready outthere)– public/privatealliances– etc.
socialinnovation[1]
• businessinnovationisgenerallymotivatedbyprofitmaximizationanddiffusedthroughorganizationsthatareprimarilymotivatedbyprofitmaximization.
• socialinnovationreferstoinnovativeactivitiesandservicesthataremotivatedbythegoalofmeetingasocialneedandthatarepredominantlydiffusedthroughorganizationswhoseprimarypurposesaresocial[GeoffMulgan,2006]
socialinnovation[2]
• e.g.:Grameen Bank microcredit,fairtrademovement,Kiva donor-recipient platform,ecc.
• traditional businessmodels:– subsidized (welfare-state)BM– donor-based BM
• toself-sustainable /profitable businessmodels
• targeting