Business Model Innovaon in the Tourism and Experience Economy … · Business Model Innovaon in the Tourism and Experience Economy A Joint Nordic Innovaon and OECD Programme on Innovave

Business Model Innova/on in the Tourism and Experience Economy

A Joint Nordic Innova,on and OECD Programme on Innova/ve Green

Growth

Copenhagen 22 June, 2011

Presenta/on by

Jørn Bang Andersen, Senior Advisor Innova/on j.Andersen@nordicinnova/on.org

Nordic Innova/on

www.nordicinnova/on.org

Items

•  The Value Proposi/on of the Programme •  The Tool‐kit: Innova/on Radar •  Linking Green Growth and Innova/on •  Applying Business Model Innova/on

2

“No Battle Plan Survives Contact With the Enemy” General Colin Powell

Charles Joseph Minard: Mapping Napoleonʼs March, 1861

© Jørn Bang Andersen 2011 3

…. And Few Innovation Plans Survive Contact With Market Realities

© Jørn Bang Andersen 2011

The global innovation success average, across all geographies and all industries…

Imagine… what if we could reach…

4% 40%

4

Change of Mindset

Differentiation

New Tool +

= Successful Green Innovation

Programme Proposition


+

5

The Results

New Business Models

New Value Crea/on

More Competitive

New Tool Differentiate Changed Mindset

New Markets Green Growth Profit

More Innovative


New Tool


Value Capture

Customer Experience

Solution

Platform Ecosystem

Management

Offering

Process

Channel

Communication

Customer Need

Supply Chain

© Examples Jørn B. Andersen: Adapted from Mohan Sawhney and Jiyao Chen’s Innova/on Radar 2.0

8

l  Select 2 ‐ 5 dimensions to get a clear focus in your innova7on efforts

l  Look for dimensions that differen/ate your company from its compe/tors: Dimensions of Differen7a7on & Dimensions of Parity

l  Coordinate all internal func7ons and external partners to innovate around these differen7a7ng dimensions of your business system

Tying Innovation to Corporate Strategy

9

All Rights Reserved, Robert C. Wolcott, 2003 - 2007

1

2

3

4

5

6

7

Offerings

Platform

Solutions

Customers

Customer Experience

Value Capture

Process

Organization

Supply Chain

Presence

Networking

Brand

Food Products Firmsʼ Radar Profiles Firm: A

0

1

2

3

4

5

6

7

Offerings

Platform

Solutions

Customers

Customer Experience

Value Capture

Process

Organization

Supply Chain

Presence

Networking

Brand

Firm: B

Innova/ve and Green Growth


Green Growth

12

Thomas Cook Group Na/onal Geographic

Green Marke/ng


Four Key Elements

•  Reduce carbon emissions •  Conserva/on of bio‐diversity •  Manage waste properly •  Protect and conserve water


The New Business Model Profit poten,al

Green impact poten,al

Old school company

Old school not for profit

+

+

_

_

New school of conscien/ous entrepreneurs

15

Differentiate and Change Tracks


Three Ways to Look at it…

1.  The same as the industry– but a lot better.

2.  Turn a dimension on its head.

3.  Look across other industries for new solutions.


The Same as the Industry


…but a lot Better…


Turn a Dimension on its Head Cirque de Soleil   No animals   No logistics   Opera clients = premium

price plus…


20

Look Across Industries for New Solutions

Tetette


Toyota

Ford

Fischer Ski

Nike

Textiles

Slaugther house

Violin builder

Formula 1

21

Four Attributes to Compete on…

Functionality

Price Experience © Jørn Bang Andersen 2011

Partnership/Ecosystem?

22


Mindset: Present and Future

23


Settlers versus Pioneers

24

What business are we in?

Who is our customer?

What solu/ons do we provide?

How do we what we do?

What is our business?

Who is the customer?

What does the customer buy?

What is the value to the customer?

Business Model Innovation to

the Core What will our business be?

Are we in the right business?


Plus a Few Simple Steps…

•  Visualize and brainstorm •  Differentiate on maximum 3-5 dimensions •  Prototype small scale and develop

•  Communicate and align •  Review innovative green growth strategy


1. Profile ‐ Current State ‐ Compe//on ‐ Diverse Perspec/ves

4. Track ‐ Progress ‐ Performance

3. Enable ‐ Communicate ‐ Educate ‐ Empower

2. Envision ‐ Strategic Dimensions ‐ Desired Future State

Sum up the Innovation Radar Applied…

27

Быстро = bystro (quickly) Changed mindset – Russian Cossack soldiers Differentiate – quick cooking New business – Bistro concept

End Note: From Failure to Success

Thus the French Bistro was borne. © Jørn Bang Andersen 2011 28

Thank you for listening

29

Documents

Business Model Innovaon in the Tourism and Experience Economy … · Business Model Innovaon in the Tourism and Experience Economy A Joint Nordic Innovaon and OECD Programme on Innovave