NBD409 Value-creation by Design
- Business model innovation.
- Service innovation challenges at the firm level.
- Service innovation management with a focus on value creation, based on service dominant logic (service logic).
- Service design and design thinking as driver for innovation.
- Customer Journey Mapping to identify various touch points for excellent customer experiences.
- Commercial issues pertaining to adopting innovations, e.g. overcoming resistance to adopt.
Knowledge - the candidate
- Can apply a general understanding of service and service innovation and its role in creating value for customers.
- Can apply knowledge of service innovation characteristics and service innovation challenges at the firm level seen through the eyes of customers, including business model innovation and service design thinking.
Skills - the candidate
- Is able to apply understanding from service innovation to the management of stimulating service innovations
- Can apply design thinking, through exercises, in all stages of improving current services and developing new
General competence - the candidate
- Understands the fundamentals pertaining to customer value added
- Sees design thinking as a natural part of value creation
- Understands adoption processes and how to overcome resistance to adopt
Regular lecturers, use of cases to illustrate the theory, and pratical hands-on exercises where active student participation is expected and encouraged.
An introduction to marketing or SOL2 Markedsføring course
Credit reduction due to overlap
Requirements for course approval
Assessment is based on a group term paper and peer evaluation (max 5 students per group) that will be developed throughout the term and graded afterwards at the end of the course.
The mark given to the group term paper will count 60% towards your final mark, whereas the peer evaluation will count 40%.
You will have to have a passing mark in both the group term paper and in the peer evaluation, in the same semester.
Grading scale A - F.
The course homepage on Canvas provides students with updates and messages.
Text book: "Competing Against Luck" Clayton M Christensen, Taddy Hall, Karen Dillon, and David S. Duncan, Harper Buisness, 2016.
A collection of articles will be used.
- ECTS Credits
- Teaching language
Spring. Offered spring 2020.
Professor Tor W. Andreassen, Department of Strategy and Management.