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the big picture

the big picture industry

ari2016
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the big picture

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  1. Flanders DC - Mission Stimulating Creativity in Flemish Entrepreneurs Stimulating Entrepreneurship in Flemish Creative Industries

  2. Flanders DC – Companies

  3. Flanders DC – Schools

  4. Flanders DC – General Public

  5. THE BIG PICTURE. #CREATALKS

  6. As a company, having thousands of customers, suppliers, distributors and business partners, YOU DO HAVE THE BIG PICTURE VIEW TO create UNIQUE VALUE! WHERE IS IT?

  7. Look At Your Customers Broader Than This. Purchase and Installation Installation Installation Purchase Purchase and and Search and Selection Maintenance and Disposal Use © Vlerick Leuven Gent Management School and Flanders District of Creativity

  8. Search and Selection It’s About Stepping Back And Connecting The Dots. © Vlerick Leuven Gent Management School and Flanders District of Creativity

  9. Search and Selection FROM SEEING THE CLUTTER… …TO SEEING WHAT’S RELEVANT © Vlerick Leuven Gent Management School and Flanders District of Creativity

  10. APPLICABLE FROM MANY PERSPECTIVES… Search and Selection © Vlerick Leuven Gent Management School and Flanders District of Creativity

  11. Purchase and Installation It’s About Knowing What Your Customers Are Really After. © Vlerick Leuven Gent Management School and Flanders District of Creativity

  12. Purchase and Installation MOVING AWAY FROM PRICE CONTROLLING… …TO VALUE CONTROLLING © Vlerick Leuven Gent Management School and Flanders District of Creativity

  13. Purchase and Installation LOOKING BEYOND THE PRODUCT PURCHASE TO COLLECT DATA. © Vlerick Leuven Gent Management School and Flanders District of Creativity

  14. It’s About Seeing Opportunities Nobody Else Does. Use © Vlerick Leuven Gent Management School and Flanders District of Creativity

  15. MAKING THE BLIND… Use …SEE THE CONTEXT © Vlerick Leuven Gent Management School and Flanders District of Creativity

  16. IN MANY DIFFERENT INSTANCES… Use © Vlerick Leuven Gent Management School and Flanders District of Creativity

  17. Maintenance /Disposal It’s About Seeing The Big Picture Of What’s Happening. © Vlerick Leuven Gent Management School and Flanders District of Creativity

  18. NOT TO USE GUESSWORK… Maintenance /Disposal …BUT TO MAKE INFORMED DECISIONS © Vlerick Leuven Gent Management School and Flanders District of Creativity

  19. NOT ONLY IN THE REAL ESTATE MARKET… Maintenance /Disposal © Vlerick Leuven Gent Management School and Flanders District of Creativity

  20. But Careful! It’s Not About… 1 to 1 marketing customer relationship management customised products predicting a customer’s next transaction © Vlerick Leuven Gent Management School and Flanders District of Creativity

  21. HOW IS THE BIG BY LOWERING RISKS & COSTS PICTURE VALUE CREATED?

  22. Value-creating Mechanisms In Perspective. Beyond Data Within Data Insight for Seller Prediction Segmentation Insight for Buyer Benchmarking and Ranking Mirroring © Vlerick Leuven Gent Management School and Flanders District of Creativity

  23. By Seeing Latent Similarities & Differences. Segmentation © Vlerick Leuven Gent Management School and Flanders District of Creativity

  24. In Practice… Energy Consumption Profiles Allow For: Increase in Customer • effective prioritisation of development Loyalty projects reduced risk of grid problems Better Service Quality Improved Corporate Reputation • power cuts are made at times with low • energy demands reduced consumer cost of power downtime © Vlerick Leuven Gent Management School and Flanders District of Creativity

  25. By Letting Others See How They Measure Up Against Benchmarking and Ranking Their Peers… © Vlerick Leuven Gent Management School and Flanders District of Creativity

  26. In Practice… business school ranking based on a number of performance parameters enables: • Brand Recognition Expert In The Field Cognitive Competitive • VALUE FOR THE FINANCIAL TIMES? to see strengths and weaknesses • reduced risk of having a wrong • focus improved brand recognition Advantage reduced advertising costs © Vlerick Leuven Gent Management School and Flanders District of Creativity

  27. By Knowing What’s Going To Happen Next. Prediction © Vlerick Leuven Gent Management School and Flanders District of Creativity

  28. In Practice… Remote monitoring system of some 10 000 lifts ensures Lifts are always in perfect condition Greater Customer Trust Higher Customer • reduced risk of breakdown • Maintenance is automatic takes a shorter time and is cheaper Loyalty reduced total maintenance Differentiated Product • costs © Vlerick Leuven Gent Management School and Flanders District of Creativity

  29. By Filtering Out Relevant Information For The Client. Mirroring © Vlerick Leuven Gent Management School and Flanders District of Creativity

  30. In Practice… Compiling traffic information from more than 2 million GPS devices and historical data provides Calculation of the fastest road to Leader in the Industry Prediction precision is increasing as we • destination Regular update of the calculated route • Precise indication of arrival time speak! reduced risk of being late or taking the wrong route © Vlerick Leuven Gent Management School and Flanders District of Creativity

  31. SUSTAINABLE COMPETITIVE ADVANTAGE! Through… LONG TERM RESULTS?

  32. Network Effects And Increasing Returns To Scale. The more people use City Sense, the more it makes Sense! © Vlerick Leuven Gent Management School and Flanders District of Creativity

  33. Voluntary Lock-in Effect. Who would switch to competition saving a few dollars but losing the whole purchase history? © Vlerick Leuven Gent Management School and Flanders District of Creativity

  34. Differentiated Product. Is there anyone else who lets you know when to take your vitamins? © Vlerick Leuven Gent Management School and Flanders District of Creativity

  35. 5 Smart Steps Towards The Big Picture. Step 1: Step 2: Step 3: Step 4: Step 5: •Identify possibilities to create value along the purchase cycle •Scan the environment for data •Aggregate and analyse data •Select value-creating mechanism •Embed Big Picture thinking into your strategy © Vlerick Leuven Gent Management School and Flanders District of Creativity

  36. Happy to Clarify. Prof Dr Marion Debruyne MarionDebruyne Prof Dr Niraj Dawar http://nothingbutmarketing.blogspot.com NirajDawar Livia Pijakova LiviaPijakova

  37. Any More Examples? Can you think of other examples of Companies that Create value Through the big Picture? Share your thoughts in your team…

  38. Can you see the Big Picture? PICK A COMPANY OF YOUR CHOICE AND MAP OUT THE PRESUMED PURCHASE CYCLE OF ITS CUSTOMERS. Where do you find sources of data? • What data would this company already have collected that can be used to compose the Big Picture view? • What kind of value can the Big Picture create for the clients (which value-creating mechanism is to be used?)? •

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