Kundvärdesdriven affärsmodellsinnovation : En studie om att anpassa Geodesigns affärsmodell utifrån kunders värdepreferenser
Sammanfattning: This study has been carried out at Geodesign Latitud 57 AB and its purpose is to present possibilities of how the company’s business model can be adapted in order to deliver additional customer value. The study presents the importance of adapting businesses according to customer needs and not having presumptions of what customers’ value in a company’s value offering. In order to conduct the study properly, the two concepts of business models and customer value were investigated thoroughly, as well as methods of how customer value can be measured and how a company’s business model can be adapted according to customers’ value preferences. Geodesign Latitud 57 AB is a Swedish company which develops and sells temporary flood barrier systems. The market for the company’s products has only just started to develop and the company’s primary customers are currently Swedish and international administrative authorities, communes and larger electrical power companies. Geodesign have been active on the market for over 20 years but it is not until recently that flood fighting has received increased attention. The difficulties of getting their products sold has created a need for the company to further understand what customers value when they purchase temporary flood barrier systems and how the company’s business model can be adapted to better suit customer needs. This study has both a qualitative and a quantitative approach. The authors of the study have taken into account previously conducted studies regarding the identification of customer value preferences and adaptation of business models. Geodesign’s business model was mapped by interviewing the company’s employees. The customers’ value preferences were identified by using an analytical hierarchy process (AHP), supported by qualitative questions in order to fully understand what customers value in a temporary barrier system offering. The study presents a model for business model adaptation according to customer value preferences, Step by step, the model specifies how to understand what customers value in a company’s offering, how to map the company’s current business model, how to analyse how the current business model is suitable for delivering the customers’ needs, and finally how to generate ideas of how the company can adapt its current business model in order to create additional customer value. The model for business model adaptation is generalizable and useful for other companies that wish to create additional customer value. The study resulted in a number of ways in which Geodesign can adapt their current business model in order to create additional customer value. The authors of the study suggest four ways in which Geodesign can adapt its current business model: Improve the usability of the temporary barrier systems Offer training and education on site in the customers’ geographical areas and make use of the company’s key resources. Emphasize valuable information in marketing channels. Introduce routines for continuous evaluation after the temporary barrier systems have been used during floods. By adapting the company’s business model in these ways, the company will improve relations to their customers and users, receive continuous input regarding what the customers and users value, and create additional value through their value offerings.
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