thomas ritter - book launch @ cbs
Post on 21-Oct-2014
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Thomas Ritter (SMG, CBS) While most firms are knowledgeable about their customers and their capabiities, the real challenge is to align the different parts of the business – and to keep a holistic picture on competition. The new book is inspired by hundreds of discussions with executives on their challenges to accelerate their firm’s competitiveness. In the session, Thomas will present the main management tools from the book and discuss the managerial dilemmas of today’s executives. The CBS Competitiveness Day 2014 @ Copenhagen Business SchoolTRANSCRIPT
1Alignment Squared – Book Launch
© Ritter 2014
Thomas Ritter
Professor of Market Strategy and Business Development
Department of Strategic Management and Globalization
Academic Director
CBS Competitiveness Platform
Kilevej 14A, DK-2000 Frederiksberg
+45 3815 2121 – [email protected]
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2Alignment Squared – Book Launch
© Ritter 2014
Square 1:Business Objectives Square
2 1
4 3Bus
ines
s P
rofit
Business Purpose
Sustainable businesses
Unsustainable businesses
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3Alignment Squared – Book Launch
© Ritter 2014
Square 2:Business Model Square
What?(value propositions)
How?(value demonstrations)
Who?(customers)
Which?(capabilities)
Novo Nordisk is a global healthcare company with 90
years of innovation and leadership in
diabetes care. The company also has leading positions
within haemophilia care, growth
hormone therapy and hormone
replacement therapy.
Danfoss is a global leader focused on energy-efficient solutions that save energy and costs, and reduce CO2 emissions. The company’s wide range of products and services are used in areas such as cooling food, air conditioning, heating buildings, controlling electric motors and powering mobile machinery. The company is also active in the field of solar and wind power as well as district heating and cooling infrastructure that targets entire cities and urban communities.
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4Alignment Squared – Book Launch
© Ritter 2014
A business model describes the waya firm earns its profits
What?(proposition)
How?(demonstration)
Who?(customer)
Which?(capability)
Pu
rch
asin
g
Pro
du
cin
g
Co
mm
erci
al.
Solution
Service
Goods
Cu
sto
mer
A
Seg
men
t I
Dis
trib
uti
on
KAM
Call center
e-business
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5Alignment Squared – Book Launch
© Ritter 2014
A FMCG firm
Pro
du
ctio
n
Dev
elo
pm
ent
Mar
ket
Res
earc
h
Vending machine
CoolersProduct A
Off
tra
de
On
tra
de
Seg
men
t 1
KAM
Mass comm
Events
Consultents
Seg
men
t 2
Seg
men
t 3
Product BProduct C
Replenishment
B2B
B2C
x
x
x
x
x
x
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x
x
x
x x
x x
x
x
xx
xx
xxx
x
xx
x
xx
x
xx
xWhat?
(proposition)
How?(demonstration)
Who?(customer)
Which?(capability)
6Alignment Squared – Book Launch
© Ritter 2014
Growth options
What?(value propositions)
Wh
o?
(customers)
Custom
er 1 at t1
Value proposition 3
Value proposition 1
Value proposition 2
Custom
er 1 at t2
X
X
Value proposition 4
X
XMore selling
Price selling
Up selling
Cross selling
Custom
er 1 at t2
X
X
Competitive growth
Acquiring customers from competitors
(customer take-overs)
Substantial growth
Convertingnon-customers
(customer onboarding)
New
custo
mer seg
men
t
X
X
X
New value proposition X X X
7Alignment Squared – Book Launch
© Ritter 2014
Developing business models
Shaping new value propositions
Shaping new customers
Shaping new capabilities
Shaping new value communications
A B C D E
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5
c
b
a
IIIIII
X
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X X X X
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X X
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XX
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X X XX
X
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X
X
What?(proposition)
How?(demonstration)
Who?(customer)
Which?(capability)
Rethinking non-existing links
Rethinking existing links
Rethinking existing value propositions
Rethinking existing customers
Rethinking existing capabilities
Rethinking existing value communications
8Alignment Squared – Book Launch
© Ritter 2014
NEVER STOP COMPETING!
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