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Working with THEORETICAL and CONCEPTUAL TOOLS:

Working with THEORETICAL and CONCEPTUAL TOOLS:. Reconceptualization. Information. Network. Relationship/Community. Network theory of technological innovation:.

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Working with THEORETICAL and CONCEPTUAL TOOLS:

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  1. Working with THEORETICAL and CONCEPTUAL TOOLS: Reconceptualization Information Network Relationship/Community

  2. Network theory of technological innovation: • Castell’s theory of the informational mode of development = focus on understanding that managing information has replaced traditional production.

  3. The informational mode of production The infrastructure of modern economies is (and has always been) about information management: • The clock = regulation of work day • Double entry book-keeping, then office technologies • Government by record keeping (census, statistics, then social security, taxation, etc.)

  4. The informational mode of production • Information management has been labor intensive, therefore high cost, high overhead. • Castells: The IT revolution makes knowledge work productive through automation. • Knowledge work produces new language to: • Configure Customers (as Brand) • Configure Products (as Network)

  5. “network marketing” • The scope of marketing is limited by the speed with which information, messages, and products/services can be transported. • When inbound and outbound messages are transported at network speed, and production is decentralized, the result is: • MICROSCOPIC VISIBILITY (individualization) • FLEXIBILITY W/O TIME (versioning in communication, production, pricing, distribution)

  6. Why does a company like Carrier do E-Marketing?

  7. The Product: A Internet-Enabled Comfort Choice Thermostat What are the Benefits for Consumers? 1) Web-Enabled Micromanagement of Temperature. 2) Added-Value Through Cost Saving. And for Carrier? 1) Bundling Smart Services allows to Maintain Prices in Competitive Market. 2) Carrier, a B2B Company, is now VERY Close to the Customer (User Data). 3) Last but not Least: Image of Being Cutting-Edge

  8. Does Carrier Make Anyone Else Happy? Yes, Connecticut Light & Power (Northeast Utilities system) with 1.1 million customers Get 45,000 customers into the Carrier program and it'll conserve the equivalent of a small power plant…

  9. Based on Carriers Competitive Advantages – Network and Relationship – What Should Come Next? Wireless Remote Control

  10. Lessons to be learned from Carrier? • Network your product: THINK Motorola ROKR! • Form a relationship to network partners. • Reconceptualize your product. • What is the value proposition Carrier is trying to sell? • How can the Internet add value?

  11. Network Products in Networked Markets • The last decade has witnessed a shift from a focus on the value created by a single product to an examination of the value created by networks of products (product ecosystems or NETWORKED PRODUCT). • Network products emerge at the intersection of three types of networks: • User network • Complements network • Producer network Key Claims: • Any or all of these networks add value or enhance the attractiveness of the associated focal product. • Consumers allocate resources among competing products based on the perceived value added of any or all of these networks. • The strength/quality of these three networks mediate the relationship between stand-alone product performance and resource allocation.

  12. AI Agentz from KazTrix • Easy to use • Can read aloud • Can search the Internet for answers they don’t know • Variety of “brains” available – several can be merged and used at the same time • No need to categorize entered information • Can be trained by user and the resulting “brains” can be cloned with set parameters and shared with others • Runs locally – no need to access server resources • Multiple visual personalities

  13. I want you to think about these products as networked products: • Car • Canada (as tourist destination) • Computer game Everquest • Online dating services • Schulich • Refrigerator • On Demand Service Delivery (e.g., IBM, HP, Sun) • One of your choice…

  14. What is the focal product? • What constitutes the: • User network • Complements network • Producer network • Which one adds most value to the focal product? • What are the marketing implications of your analysis?

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