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IN DEGREE PROJECT INDUSTRIAL MANAGEMENT,SECOND CYCLE, 15 CREDITS
, STOCKHOLM SWEDEN 2020
Challenges of creating a value proposition for improved radiation technology in the society
A case study of a nuclear scanner
MISBAH BIN HOSSAIN
LINNEA LUNDBLAD
KTH ROYAL INSTITUTE OF TECHNOLOGYSCHOOL OF INDUSTRIAL ENGINEERING AND MANAGEMENT
TRITA TRITA-ITM-EX 2020:202
www.kth.se
i
Challenges of creating a value proposition for
improved radiation technology in the society
- A case study of a nuclear scanner.
by
Linnea Lundblad
Misbah Bin Hossain
Master of Science Thesis TRITA-ITM-EX 2020:202
KTH Industrial Engineering and Management
Industrial Management
SE-100 44 STOCKHOLM
ii
Utmaningar vid framtagning av ett värdeerbjudande
för avancerad stålningsteknik i samhället
- En fallstudie av en scanner för radioaktivitet
by
Linnea Lundblad
Misbah Bin Hossain
Examensarbete TRITA-ITM-EX 2020:202
KTH Industriell teknik och management
Industriell ekonomi och organisation SE-100 44 STOCKHOLM
iii
Master of Science Thesis TRITA-ITM-EX 2020:202
Challenges of creating a value proposition for improved radiation technology in the society
- A case study of a nuclear scanner
Linnea Lundblad
Misbah Bin Hossain
Approved
2020-June-11
Examiner
Kristina Nyström
Supervisor
Vladimir Koutcherov
Commissioner
Contact person
Abstract The developed radiation detection system, in the form of a nuclear scanner, is in practice applicable
and usable in today's society. However, the question still remains on how to create a business
around this type of product. It is important to know a product's value, what problems it solves, and
what job it is expected to do. This thesis will look upon that value creation. The thesis will aid the
growth of understanding of how an engineered solution can be utilized in the best way, and how a
value proposition for a radiation detection product can be articulated. In addition to that, the study
investigates however elements in the value proposition canvas, being pains and gains, are
extractable and, if so what they are. It is found that the world struggles with nuclear and radiation
problems, having many application areas and market segments for this type of product. It is also
found that countries strive towards a higher level of radiation safety. Moreover, it is also found
that safety, integration to the process, and efficiency of the product are heavily valued aspects
when it comes to advanced product technology. Given the above, there are arguably both problems
in the current situation, and gains to acquire if implementing this type of radiation detection
system. However, there are challenges. Not only is there a need for a large implementation around
the world to be able to extract the largest impact. The area is yet to be more explored, meaning
that the knowledge of the possible customers is not as great as in other areas. Moreover, there is
currently a lack of lock-ins, which may be a challenge when expanding one’s business within the
nuclear sector. Lastly, it is imperative for ones to value proposition that the functionality of the
product matches the customer needs, it is however, shown that the customers do not always know
of what they need, creating a challenge for the producer.
iv
Examensarbete TRITA-ITM-EX 2020:202
Utmaningar vid framtagning av ett värdeerbjudande för avancerad stålningsteknik i
samhället
- En fallstudie av en scanner för radioaktivitet
Linnea Lundblad
Misbah Bin Hossain
Godkänt
2020-Juni-11
Examinator
Kristina Nyström
Handledare
Vladimir Koutcherov
Uppdragsgivare
Kontaktperson
Sammanfattning Utvecklingen av ett system som kan notera radioaktivitet, speciellt i form av en scanner, är i nutid
applicerbart och nyttigt i samhället. Ändock finns frågan om hur man kan skapa en affär med denna
typ av teknik. Det är viktigt att veta en produkts värde, vilka problem den löser och vilket jobb
produkten förväntas utföra. Denna studie syftar till att undersöka huruvida värdeskapandet av en
sådan produkt kan se ut. Studien gynnar tillväxten av förståelse kring hur en ingenjörslösning kan
nyttjas på bästa sätt, och hur ett värdeerbjudande för en radioaktivitetsscanner can artikuleras.
Utöver detta, utforskar studien även hur element som gynnar och som hämmar denna typ av teknik,
för att vidare kunna artikulera värdeerbjudandet. Det noteras att världen har problem med
radioaktivitet, och det finns många applikationsområden för tekniken. Det finns dessutom länder
som strävar efter en högre nivå av säkerhet vad gäller radioaktivitet. Säkerhet, integration av
produktens processer, och dess effektivitet noteras som viktiga parametrar för att denna typ av
produkt ska erbjuda ett attraktivt värde på marknaden. Detta parametrar är högt värderade av de
möjliga kunderna, som bland annat har de högt uppsatta säkerhetsmålen. Det finns det både
problem med den nuvarande situationen på marknaden, där en otrygghet tydligt artikuleras, där
denna typ av produkt kan bringa nytta. Det finns dock motgångar. Bland annat är det ytters viktigt
att för störst inverkan behöver produkten implementeras hos flertalet möjliga kunder. Det är
dessutom ett forskningsområde som behöver utforskas vidare, och det finns en brist på tidigare
lärdomar att lära från. Utöver detta finns det även en brist på så kallade “lock-ins”, för att binda
kunder. Slutligen så är det nödvändigt att värdeerbjudandet artikulerar en funktionalitet som
motsvarar det som kunderna efterfrågar. Dessvärre så vet kunderna själva inte alltid vad de vill
eller efterfrågar, vilket skapar en stor utmaning vid utvecklandet av ett värdeerbjudandet av denna
typ av produkt.
v
Table of contents Abstract iii
Acknowledgment vi
1 Introduction 1
1.1 Background 1
1.2 Aim 1
1.3 Research questions 2
1.4 Delimitations 2
1.5 Sustainability 3
2 Theoretical framework 4
2.1 Nuclear Safeguard 4
2.2 Advanced radiation technology 6
2.2.1 Nuclear scanners and their function 6
2.2.2 Nuclear scanners’ potential 8
2.3 Business model canvas 9
2.3.1 Value proposition 11
2.3.1.1 Value proposition canvas 12
3 Methodology 14
3.1 Research approach 14
3.2 Collection of data 15
3.2.1 Secondary data 16
3.3 Research ethics 16
3.4 Trustworthiness 16
3.5 Limitations 17
4 Empirical findings 19
4.1 Current Nuclear Aspects 19
4.1.1 Major Terrorist attack so far 19
4.1.2 Nuclear security Index of countries 20
4.1.3 Ways of Acquisition of Radioactive Materials / or places requiring high security 22
4.2 Favorable parameters within the Value Proposition 23
5 Analysis and discussion 25
5.1 Stakeholders of advanced technology nuclear scanner 25
5.2 Gains associated with advanced radiation technology nuclear scanner 26
5.3 Pains within current advanced radiation technology 28
5.4 Considerable elements of a VP 29
6 Conclusions 32
7 References 33
vi
Acknowledgment First and foremost, we would like to thank our supervisor at KTH - Royal University of
Technology, Vladimir Koutcherov, for his aid during this thesis. Thank you for the guidance,
feedback, and support you have contributed during this study.
Furthermore, we thank the support and engagement of the opposing students. Thank you for your
feedback and the distribution of important notes. The contribution was valuable for the outcome
of the study, and we are very grateful for this.
Stockholm, May 2020, Misbah Bin Hossain, Linnea Lundblad
vii
List of Figures
Figure 2.1.1: Theft index of countries with weapon usable nuclear materials (2018) (Source: NTI
Nuclear Materials Security Index. (2020))
Figure 2.1.2: Theft index of Countries without weapons-usable nuclear materials (2018) (Source:
NTI Nuclear Materials Security Index. (2020))
Figure 2.3.1: The business model canvas (Source: www.strategyzer.com)
Figure 2.3.2: Top business fail reasons (Source: www.forbes.com)
Figure 2.3.3: The value building blocks. (Source: Hagiu, 2014).
Figure 2.3.4: Value proposition canvas Source: (Source: Pokorná, J,2015)
Figure 3.1.1: Thesis process
Figure 5.1.1: Stakeholder mapping
List of Tables
Table 5.1.1: Stakeholder analysis for a nuclear scanner
Table 4.1.1: Major Terrorist attacks (Source: Ferguson, C. (2004); 4U.S. Commission on
International Religious Freedom (2008); 5 Åshild Kolås (2010); 6 Whiteside, C. (2015); 7 Imtiyaz,
A. R. M. (2020).)
Glossary
VP - Value Proposition
BMC - Business model Canvas
RPM - Radiation Portal Monitors
IAEA - International Atomic Energy Agency
NTI - National Theft Index
RQ - Research Question
1
1 Introduction The following chapter describes the background of this study and discusses the problem that is
investigated. Thereafter, on this basis of the background, the purpose and the research questions
are presented.
1.1 Background
Global threats to human life within the sort of act of terrorism and the proliferation of nuclear
weapons are gaining increasing awareness. Vast resources are being spent by governments
worldwide in the event of the latest techniques for the detection of radioactive and fissile
materials that will be accustomed to harm the general public or to construct illicit nuclear weapons
(The Nuclear Threat, 2015). IAEA, the international atomic energy agency, is strongly involved
in such developments, and its member countries like Sweden are contributing to research and
development during this field. Recent findings within the area of nucleonics have led to the event
of a revolutionary technique to detect and localize special nuclear materials while in transit. This
is often of direct benefit to organizations that monitor personnel and shipments to stop the spread
of nuclear and radioactive materials, including weapons-grade plutonium. Such systems are
commonly referred to as Radiation Portal Monitors (RPMs) (Saver, 2009).
KTH’s new technology may lead to significant improvement in detection quality still as
immediate and long-term cost savings for procurement and after-sales service. The new
technology, additionally, performs still or better than standard RPMs for the detection of normally
occurring radioactive materials. Not the least, providing an environment for social sustainability
to thrive as per the contribution to a safer surrounding. Much relatable to several of UN’s global
development goals such as Peace, justice and strong institutions and Reduced inequalities
(UNGA, 2015). This type of nuclear safeguard is important for several reasons, and the KTH
developed radiation detection system is in practice applicable and usable in today's society
(Trombetta, Klintefjord, Axell & Cederwall, 2019). However, the question still remains on how to
create a business around this type of product. This is a highly relevant question, as it is imperative
to have a well articulated value proposition to become a successful business, not the least as a
small- to medium size enterprise (SME) (Macht, 1998). With that in mind, it is hence important to
know a product's value, what problems it solves, and what job it is expected to do. To identify this,
and to enhance the possibility of a successful business especially for a SME it is important to create
a clear value proposition. To do so it is imperative to identify the drivers of value to ensure that
the value that is proposed actually is what is appealing for the possible customers. This thesis will
look upon that, and contribute to the development of the interplay between science of technology
and business creation. More specifically, the study will contribute with 1. Identified value drivers
for this type of product and evaluate their importance, and 2. Identify challenges with the creation
of a value proposition. A secondary contribution would be the process of how to identify
technological features and articulating these as value creators or value drivers.
1.2 Aim
The aim of this paper is to investigate the challenges with the element value propositions when
launching a new product within the advanced radiation technology to the market. The focus lies
upon the value proposition of a nuclear scanner but is to be applicable for similar products to be
launched.
2
1.3 Research questions
RQ1: What gains are there from advanced radiation technology?
RQ2: What pains are there within the current application areas for advanced radiation
technology?
RQ3: How could a value proposition for advanced technology be structured?
1.4 Delimitations
In this study, we have looked upon the technology focused on the KTH nuclear scanner and its
advantage in society. The study is solely looking at value creation parameters related to the value
proposition canvas, and other parameters brought up in the empirical section. This means that other
plausible value creation parameters are disregarded. Moreover, the study does only contribute with
challenges, drivers and considerable aspects when creating a VP. Hence, a full value proposition
canvas (VPC) is not explored and illustrated.
The research is carried out fully online due to the outbreak of COVID-19 virus all around the
world. This has delimited us to work and study from home, using digital tools for meetups. This
has also affected the collection of empirical data. Hence, the study is limited to secondary data as
empirical research. There have been little possibility to conduct interviews, and hence the
information collected from KTH nuclear department is mainly based on their previously conducted
studied on their product.
Moreover, only some relevant similar products have been chosen to explore the current market.
This limitation is done to create a graspable thesis, as the number of explored scanners need to be
manageable.
As per previous sections, the detection of radioactivity may bring a sense of safety which is closely
related to social sustainability and several of UN’s global development goals. The product itself,
and the implementation of the product contributes to a possibility for a less unequal society.
Moreover, there are yet more specters of sustainability to focus upon with this type of product,
such as renewable energy sources more related to environmental sustainability and economical
sustainability. Nevertheless, it is found that primarily the social sustainability spectra and secondly
the environmental sustainability are the most relatable spectras for the aim of this study. As social
sustainability is mainly related to the value proposition of the scanner, its value drivers and the
challenges, and environmental sustainability is related to the efficiency of the product. Hence, the
economical sustainability will not be further elaborated. Moreover, the study is delimited to
focusing on how to be able to establish a product and its VP. This will further entail a sustainability
contribution.
3
1.5 Sustainability
The outcome of this study and the product itself is closely related to sustainability as per chapter
1.1. There are connections to all three pillars of sustainability (Purvis, Mao & Robinson, 2019) on
different levels. Hence, this section briefly presents the various pillars and the 17 Sustainable
Development Goals. The purpose if the section is to contribute with further understanding for the
sustainable contribution of which this type of product entails.
The pillars are defined as economical-, environmental and social sustainability. The first one refers
to the capability to create new material wealth, to sustain its expenses, (Scotti, Fabricatore,
Sepiacci & Manca, 2017). Hence, not to generate profit per se but rather to manage the current
resources striving towards a circular economy (Kirchherr, Reike & Hekkert, 2017). As per UN, it
should improve human well-being and social equity (UNEP, 2011). The environmental
sustainability strives towards a healthy ecosystem, where the human impact is minimized. This is
done by for example optimizing renewable resources and minimizing pollution (Scotti, et al.,
2017). The last pillar is the social sustainability which approaches an inherent well-being aspect,
as the relationship of human rights and environmental justice is explored (Scotti, et al., 2017).
Further, the UN has developed an action plan called The 2030 Agenda for Sustainable
Development (UNGA, 2015). This plan contains the 17 Sustainable Development Goals. Each of
these 17 goals touches at least one of the three pillars of sustainability, and act as parts of the action
plan. These goals are No poverty, Zero hunger, Good health and well-being, Quality education,
Gender equality, Clean water and sanitation, Affordable and clean energy, Decent work and
economic growth, Industry, innovation and infrastructure, Reduced inequalities, Sustainable cities
and communities, Responsible consumption and production, Climate action, Life below water, Life
on land, Peace, justice and strong institutions and Partnerships for the goals (UNGA, 2015).
These goals are expressed by the UN as an urgent call for action in a global partnership, and the
implementation of relevant strategies to endorse the implementation of the goals are supported
(UNGA, 2015).
4
2 Theoretical framework The theoretical framework is structured with a beginning of nuclear safeguards, moving on to
nuclear technology and their application in society. Thenceforth, a wide description of the business
model canvas concept and its elements is presented. On the basis of the business model canvas
knowledge, the concept of the value proposition is introduced and is further investigated.
2.1 Nuclear Safeguard
Imagine a catastrophe in a nuclear facility resulting in a release of radiation as bad or worse than
the world saw in 2011 as disasters struck the Fukushima nuclear power plant. Now in this modern
world, this disaster can be caused through a cyber attack or by a physical attack or both rather by
natural disaster or by human error. The number of countries considering peaceful nuclear energy
is growing. And without proper precautions, so is the threat. The world has seen cyber-attacks on
government and private companies across all sectors, and this also includes nuclear facilities.
According to the Nuclear Threat Initiative (NTI) index, many countries across the globe fall short
dangerously when it is coming to protect the public from the nuclear threat. (The Nuclear Threat,
2015)
NTI is a non-government organization working deeply to prevent catastrophic attacks with
weapons of mass destruction. It is continuously working on the security threat from nuclear,
biological, radiological, chemical and cyber attacks. They work with presidents and prime
ministers, scientists and technicians, educators and students, and people from around the world to
develop policies, reduce reliance on nuclear weapons, prevent their use, and end them as a threat
(The Nuclear Threat, 2015).
Currently, only the nine major developed countries in the world alone hold nearly 16000 nuclear
weapons that are to destroy the planet hundreds of times and more. The existence of these weapons
is always a threat to the world. Many small nuclear-weaponized countries have doubtable security
measures to have trust in. Also, many countries pose unauthorized nuclear weapons and do not
follow or commit to any safeguards, for example, North Korea and Syria.
According to the National Threat Initiative -Index, many countries fail to comply with the security
measures needed to maintain public safety and anti-terrorism attack. Figure 2.1.1 shows the
countries with 1 kg or more of weapons-usable nuclear materials, and Figure 2.1.2 shows the
Countries with less than 1 kg of or no weapons-usable nuclear materials, but that could serve as
safe havens, staging grounds, or transit points for illicit nuclear activities. NTI Index calculated
the level of safety as Overall, and category scores and ranks for 2018 are shown. All countries are
scored 0–100, where 100 = most favorable nuclear materials security conditions (NTI Nuclear
Materials Security Index., 2018). The category evaluates on-site physical protection, control and
accounting procedures, insider threat prevention, physical security during transport, response
capabilities, and cybersecurity.
5
Figure 2.1.1 Theft index of countries with weapon usable nuclear materials (2018)
Source: NTI Nuclear Materials Security Index. (2020)
Figure 2.1.2 Theft index of Countries without weapons-usable nuclear materials (2018)
Source: NTI Nuclear Materials Security Index. (2020)
From figure 2.1.1 and the data from the theft index of NTI, the lowest countries scoring below 50
of the safety score are India, Pakistan, Iran, and North Korea. This is where the possible danger
can be created, and serious safety measures should be taken according to the safety and security
protocols of nuclear material.
In order to maintain a sustainability level of security, it requires nuclear safeguards, scanning of
personal luggage, humans, and other variables requires to be checked in cross borders. Vehicles
and cargos, etc. also have to be under screening. And also, the nuclear facilities also need to be
screened at every entry and exit level to attain the highest security possible.
6
2.2 Advanced radiation technology
Nuclear and Radiation technology have always been a significant contributor to industrial
development. The involvement in improving the industrial process and cleaner environment
contributes to the accomplishment of many of the global organizations, including the United
Nations' sustainable development goals. The ninth goal of the 17 sustainable development goal
aims to promote trade, innovation, and infrastructure. The International Atomic Energy Agency
(IAEA) helps its 168 Member States to enhance their capabilities within the use of radiation
science and technology to improve the standard of lifestyle and enhance sustainability. (Gaspar,
M. 2017)
For development, the contribution from science and technology is of utmost importance. And to
maintain this development, safety and security framework is even more crucial. The International
Atomic Energy Agency is committed to serve countries and train personnel and certify
professionals and establish the mandatory safety and security systems to make sure that these
innovative technologies still be used for the advantage of society.
Radiation technology is vastly used in the product that we use in our daily life, for example,
smartphones, automobile tires, and bandages, etc. The radiation technology is making these
products more reliable and safer. This technology is also used for safety checks, cleaning up the
water and air pollutants, improving food production and preservation, etc. Through innovation in
radiation science, radiation technology’s global impact on sustainable development and the
involvement in daily life products continues to grow.
Sustaining this growth requires the proper safety measures in the sector of radiation technology
and nuclear safeguards. That is why IAEA uses Radiological crime scene management, which
ensures safe, secure, effective, and efficient operations of radiation materials and incurable crime
associated with it. Starting from 2010, 15 new safeguards agreements and 30 new additional
protocols have been in action, and the amount of nuclear material within safeguards has increased
by twenty-four percent. There has been an increase in the demand for safeguards in nuclear
facilities since more facilities are decommissioned, which creates a requirement for verification,
packaging protocols, movement, and disposition safety for nuclear materials. (Safeguards in
practice. 2016)
IAEA safeguard is improving day by day. For timely response to nuclear threats, further
optimization and improvements are needed to maintain the safety level of all the IAEA Member
States. This is only achieved when all the member state contributes to the security protocols and
develop with the modern age technology to improve their cooperation to implement safeguards
2.2.1 Nuclear scanners and their function
In the Field of Nuclear safeguard and security, evaluating and detection of Special Nuclear
Materials (SNM), materials that can be used to produce nuclear weapons, is very important for the
health and safety of the public and society. All active and passive methods are used for detecting
such SNM. Since the neutron is the center of such activity in the SNM, neutron detectors are widely
used.
7
In cross-borders, several types of scanning take place. But few of them are capable of identifying
radioactive materials. Followings are some of the widely used scanners in cross borders, able to
detect radiation.
1. Radiation “pagers”
Radiation pagers are small alarming radiation detectors that can be worn by any personnel.
This device can detect only highly penetrating ionizing radiation and signals an alarm to
the person wearing it. It can be used as an early caution to high radiation. This can be used
by personnel in all forms of security checks. They are lightweight, inexpensive, and
portable. This device does not point out where the source is or what the source is but only
can alert the personnel that a highly ionizing source (e.g., gamma2 or neutron) is in harmful
range. This device also is not able to detect airborne radiation particles like alpha particles
(SAVER 2006).
2. Radiation portal monitors (RPM)
The radiation portal monitor is a passive radiation detection unit that is widely used for the
detection of ionizing radiation. This device consists of two panels facing each other
positioned with a gap for passing. The panels are filled with tubes containing Helium-3 and
polyvinyl toluene plastic for the detection of significant radiation more than that of
background radiation. This device can detect different types of radiations emitted from
SNM, nuclear devices, dirty bombs, etc. This is used for the screening of pedestrians,
cargos, vehicles, containers, etc. If the device detects any high energy radiation nearby, it
alarms the security personnel. Some new RPM is able to detect the source of radiation as
well (Anne L, 2013).
3. Radioactive isotope identification devices (RIIDs)
RIID is an active radiation detector used to measure the energy of emitted gamma radiation.
This is a portable handheld device used by security personnel to further investigate the type
of radiation or source of radiation after initially detected by Radiation pagers or Radiation
portal monitors. When gamma rays from a radioactive source hit RIID, it converts it to
electrical signals and displays a plot of several number of gamma rays at each energy versus
energy level, by which source the pattern of the curve can be identified. This device can
distinguish the radioactive isotopes such as special nuclear material (SNM), highly
enriched Uranium, Medical isotopes, Industrial isotopes, naturally occurring radiation
materials (NORM)3, etc. However, limitations of this device can be observed when
radioactive sources are shielded, and this provides a misidentified radioactive source even
after the data collected as proper after calibration. SAVER (2009).
Currently, Radiation Portal Monitors (RPM) is widely used for detection in cross borders, which
uses the thermal neutron gaseous proportional counters based on Helium-3. Neutron coincidence
detectors are also used for the Non-destructive Assay of nuclear materials. But from 2011, after
the International Atomic Energy Agency (IAEA) addressed that there would be a shortage of
Helium-3 in the future, a search for a replacement of neutron detectors started more rapidly.
8
Thus, it came up with the efficient detection and identification of gamma rays and fast neutrons
with the help of organic scintillators. This device is said to be a Nuclear scanner developed by
KTH-physics and The Swedish Radiation Safety Authority collaborating with IAEA. Following
is the description of the nuclear scanner taken from the article published by the team developing
the scanner.
The nuclear scanner is an innovative product able to detect and identify radioactive
sources. It was designed for improvement in nuclear security and safeguards as a device
for counter-terrorism and nuclear non-proliferation. It is a passive device with two
panels facing each other similarly in structure with Radiation portal monitors (RPM).
This device uses the fundamentals of fast gamma-neutron coincidence for accurate
detection with the help of organic scintillators. Organic scintillators 1 have suitable
detection efficiency for gamma rays and can also distinguish between neutrons and
gamma rays. It uses novel imaging algorithms with the help of deep learning to detect,
identify, and locate the radioactive source when an individual or any object carrying
special nuclear material (SNM) is passed through the portals. This detector not only
acts as a replacement of RPM but also has several advantages over others. This detector
requires a much shorter coincidence time than regular detectors, which makes the
response time for detection much quicker and effective. This gives this detector a
significant advantage for nuclear security systems, even in the presence of moderate
amounts of shielding. Apart from that the product provides a more sustainability aspect
as it acts as a replacement of current technological product (RPM) which is going to
have a scarcity of manufacturing elements in the future according to IAEA. (Trombetta
et al. 2019)
1A scintillator is a detector for charged particles and gamma radiations in which scintillations
produced in a phosphor are detected and amplified by a photomultiplier, giving an electrical output
signal.
2A gamma-ray or gamma is penetrating electromagnetic radiation arising from the radioactive
decay of atomic nuclei.
3 (NORM) naturally occurring radioactive materials - Radioactive materials that occur naturally
and where human activities increase the exposure of people to ionizing radiation are known by
NORM. Examples: Consumer goods like ceramics, fertilizers, and granite tile (NORM, 2020)
2.2.2 Nuclear scanners’ potential
Nuclear safeguard has been improving with modern age and technology. By each decade, people
have seen the advancement of safety in many folds. From the mistakes that happened in the past
in the nuclear power plants, researchers and associations have taken tough measures on all the
aspects that need to be carried on to have the utmost safety level possible. And still, now, no new
plant is being opened without proper commissioning where all the safety is checked from materials
to workers to the atmosphere. But now the safety that needs to look hard upon is the nuclear
safeguard.
9
Each year, around 21000 people on average are being killed by terrorists since the past decade
(Ritchie, H, 2013). And this has kept all the associations and governments in high alert to maintain
the highest level of safety possible. The Nuclear market and safeguard is no exception. According
to IAEA, the budgeted amount for Nuclear Safety and Security for the year 2020 is around 37
million USD. This implies the high importance that is given to the security aspect.
The organic scintillator Nuclear scanner can be the safeguard that most countries need to attain the
nuclear safety level needed to avoid nuclear threats. The NTI index can be used as a tool to filter
out potential countries that can benefit from this high sensitive scanner. As shown in figure 2.1.1,
which provides the data for the countries with weapon usable nuclear materials, it can get benefits
from this scanner. If the government takes the initiative of increasing the safety level of nuclear
safeguard, the scanner can be implemented in all the cross borders of all forms of transportation
like Planes, ships, trains, etc. More data is described in section four, Empirical findings.
2.3 Business model canvas
The business model canvas is a tool used to illustrate various important elements within a business.
It is constructed of Key Partners, Key Activities, Key Resources, Cost Structure, Value
Proposition, Customer Relationships, Channels, Revenue Streams and Customer Segments.
Within each element, there are various focus areas. As per Strategyzer, there are several questions
to be raised within each element to ensure that the element is treated as best possible. The canvas
is illustrated in Figure 2.3.1.
Figure 2.3.1 The business model canvas Source: (www.strategyzer.com)
The canvas is built upon an efficiency focus on the left, and value focus on the right. Hence, Key
partners are on the far left and Customer segments on the fast right (Osterwalder & Pigneur, 2009).
Looking at the Customer segment, it is a composition of the customers ready to pay for the service
in mind, all possessing similar needs. There are different types of segments, and hence different
10
approaches to meet the segments (Ladd, 2018). Amongst these are diversification, niche, and
multi-sided, related to Porter (1980).
The Channels element represents the method of how the venture will reach out to its customers
often related to communications or other distribution channels. It is via the channels that a
Customer Relationship can be established. This relationship can either be a one on one experience
or to a larger setting (Ladd, 2018). The Revenue stream is the focus on the transfer of money from
the customers to the company, generated from various sales. This element includes the pricing
mechanism, which focuses on various ways to charge. Key resources are yet another component
in the business model canvas, which refers to the intellectual, physical, and financial capital that
may support the Key Activities.
With increasing tools of communication, companies are establishing larger Key Partnerships,
which may take form in joint ventures or alliances. Yet another element is the cost structure,
referring to the which defines the costs and expenses of the company. Lastly, the value proposition
is a description of the product or the service. In addition to that, it is also a description of the
benefits it provides and which needs it addresses (Ladd, 2018).
The business model is considered essential for a business to survive. It is also stated that a failed
business model is one of the top reasons why startups fail, as per Figure 2.3.2 (McCarthy, 2017).
Figure 2.3.2 Top business fail reasons Source: (www.forbes.com)
Furthermore, it is stated that the canvas can be used as a framework, especially for SMEs to avoid
tremendously costly and time-consuming activities on business models (Macht, 1998). After
scrutinizing each of the elements, the canvas is filled with sub-elements, which together illustrate
the focus areas that define the business model of the company.
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2.3.1 Value proposition
The value proposition (VP) is the building block that represents the value that the products of
service create for the customer segment. This is the reason why the product or service is chosen
over others, as it solves a problem or satisfies a need. Hence, the VP caters to the customer segment
(Osterwalder & Pigneur, 2009). Some VPs are innovative and pictures a new type of offer, while
others can be similar to other offers. To increase value, the performance can be adapted, for
instance, by improving the capacity or power of a product. However, increased performance is not
always mirrored with increased value interpreted by the customer segment. Instead, customizing
for specific focus groups, the customer segment, one can create larger value. Osterwalder and
Pigneur (2009) also state that a design focus that corresponds to a certain preference can increase
the value. It can, in fact, be particularly important for the VP. The VP can also be focused on
branding, which can increase status. An example presented by Osterwalder and Pigneur (2009) is
how a Rolex speaks of wealth. This is a part of the Rolex VP. Other aspects that are brought into
the VP are price and cost reductions, risk reduction, accessibility, and usability. Yet another
important aspect of getting the job done, which is closely related to Jobs to be done (Jtbd), which
is a central part of the Value Proposition Canvas (VPC) (Osterwalder & Pigneur, 2009).
Some main central question to be asked and answered when looking at the VP are according to
Osterwalder and Pigneur (2009);
● Which one of our customer’s problems are we helping to solve?
● Which customer needs are we satisfying?
● What bundles of the product are services we are offering to each customer segment?
Business modeling is the managerial equivalent of the scientific method – you start with a
hypothesis, which you then test in action and revise when necessary (Osterwalder et al., 2014). It
is imperative to have the product or service in focus and to ask oneself how the product or service
answers to the questions previously mentioned. Osterwalder (2011) presents the VP as the job the
customer need to be done, and illustrates its measure of success as if one is to purchase a certain
type of shoe, and uses a search engine to acquire this certain type of shoe, the measure of success
is how well the engine fulfills the user's job to be done. Moreover, it is imperative to understand
how other companies are providing a similar job for the customers. Together, this makes the
market size. Lastly, a question to ask if how important the job to be done actually is. Is it
economically sustainable and possible to execute? Osterwalder (2011) continues stating that the
VP provides a holistic business model approach to ensure a long term competitive advantage.
It is of great significance to explore what the value of one's product presents and if customers are
ready to pay for that. Hagiu (2014) proposes that of all the content that is presented in today's
society, it is imperative to provide a service or product that fulfills the values the best. To illustrate
the building blocks of value, Hagiu presents Information, Product, Customer Experience, and
Internal- and External platform, as per Figure 2.3.3, all closely related to the VP.
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Figure 2.3.3. The value building blocks. Source: (Hagiu, 2014).
Other important factors for one's value to look upon a complementaries, such as services that will
complement one's original service and “Lock-ins” such as low budget versions of the original
service. The efficiency, referring to how cost-saving it is, is yet another important factor as per
Hagiu (2014). Lastly, Novelty is pinpointed to be focused upon. This is what captures the degree
of the business model innovation, which is embodied in the product/service. Hagiu (2014)
continues, claiming that the presence of these factors will enhance the potential of value creation.
It is also claimed that it is beneficial to have synergies between the various value drivers.
2.3.1.1 Value proposition canvas
The Value Proposition Canvas illustrates explicitly how the value is created for your customers. It
helps the company design products and services that their customers want (Osterwalder et al.,
2014). The creation of the Value Proposition Canvas is based on creating Value Propositions for
(1) Product & Services - what products/services are the value proposition based on (2) Gain
Creators - How are they delivering gains? (3) Pain Relievers - How are they killing pains? Using
experience in the area of the customer segments of (1) Customer Jobs (2) Gains (3) Pains (Lindic,
Silva, 2011). Moreover, it is a tool for communicating the benefits for a certain product or service
in terms of technical, economic, and social to customers (Wouters, Anderson and Kirchberger,
2018).
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Figure 2.3.4 Value proposition canvas Source: (Pokorná, J,2015)
As illustrated in Figure 2.3.4, the value proposition contains two building blocks, which is the
customer profile and the company’s VP (Osterwalder et al., 2014). The latter contains three slots.
Firstly, the gain creator. This part focuses on how the service or product created gains for the user,
and also how it will add value for that user. Thereafter there is the pain reliever, which describes
how the service or product removes the pains that the user has. Lastly, the slot for products and
services, which is what creates gains and relieves from pain, and hence is the underlying creation
of value for the user. Moreover, on the right-hand side of Figure 2.3.3, the canvas the customer
profile is located. This profile primarily contains a customer job. This is the task that the user is
trying to do, such as a problem that is wanted to be solved. Secondly, the gain is a part of the
profile, which is the benefits of which the user is expecting to receive from the product or service.
This slot involves looking at what the user would like, and what may cause the value proposition
to be adopted. Lastly, the pains are the negative experiences that the user relate to getting the job
done (Osterwalder et al., 2014).
It is stated that a customer profile should be executed for each and every customer segment
(Osterwalder et al., 2014). The underlying reason for this creation is that every segment has
specific gains, pains, and jobs. This becomes even more clear as to when the gain creator and pain
relievers are located, as they should be ranked from reasonable to acquire to essential for the user.
This is done by listing, validating information, collecting feedback, and insights, iterating forth a
ranking. When the product or service in question answers to the main pains and gains in the
customer profile, a fit is achieved. Hence a tailored VPC is created (Osterwalder et al., 2014).
Moving on, one should investigate whether there is a competitive advantage in certain areas
associated with the customer profile. This can ensure that the VP is differentiated and even unique
(Wouters, Anderson, and Kirchberger, 2018).
As per Christensen (2016) in the theory of Jobs-to-be-Done, the understanding of the job of which
customers are looking for aids business to more accurately develop and elaborate products and
services that are answering to what its users already are struggling to accomplish.
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3 Methodology The study will be based on a literature review and an empirical study using an abductive approach.
The literature review will investigate previous research written in scientific articles, journals, and
books. The nuclear safeguard industry and the business model canvas will be explained, and the
concept of value proposition will be thoroughly presented.
The empirical study will be based on primary data from the firm, qualitative secondary data on
creating a value proposition, and secondary data on nuclear products.
3.1 Research approach
The research process starting phase was a literature review that gave a holistic view of VP. The
review is based on scientific articles, books and case studies. Once this review was executed the
study of the empirical data began. The empirical data was executed by investigating the company's
product where informational documents were obtained. The approach was an abductive research
approach, which hence involved several parts of deductive or inductive approaches.
Abductive research approach is to abduce (or take away) a logical explanation, assumption,
conclusion, inference, explanation or hypothesis from an observation or several observations. This
approach is suitable for this research as in our research we have looked into several observations
and have abducted logical explanation, conclusion, inferences, etc. (Dubois, A.,2002) Abductive
research can explain, develop or change the theoretical framework before, during or after the
research process. Another advantage of using an abductive research method is that the process can
move back and forth between inductive reasoning and open-ended setting, which helps to verify
hypotheses from more hypothetical and deductive attempts (Friedrichs, J., 2009). Figure 3.1.1
illustrates the abductive process used in the thesis through a figure to have an understanding about
the process more clearly.
Moreover, secondary data on important aspects during the creation of a VP and nuclear product-
related secondary data was researched. This to be able to locate possible pains and gains, and how
to prioritize these. The collected literature constructed a basis of facts for what kind of empirical
data was necessary for the study and hence contributed to the creation of the thesis layout. Thus,
in an abductive process, an inductive phase. (Davidson & Patel, 2015).
The correspondence from the secondary data was later on analyzed on the foundation of the
previously collected data from the literature. During both, the collection of the empirical data and
the analysis, there appeared to be a gap of information. Hence the Research Questions were
adapted, as well as the literature. This shows upon a deductive part in the abductive process. In
addition to this, in coherency with feedback from supervisors at KTH, the structure of the study
was adapted to be more suited to the aim and to narrow down the containing information. The
abductive process of the work is illustrated in Figure 3.1.1.
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Figure 3.1.1 Thesis process
The empirical study is based upon secondary data, which is conducted from many data from
articles, books and sources including an article published by the Nuclear scanner team. This data
is based on interpretations and assumptions of what would be more or less preferred by the market
for a relatively small and untested niche of products. Hence, a quantitative study is not to prefer in
this situation, and thus a qualitative study was conducted.
As per an abductive approach, there were alterations to the literature, presentation of empirical
findings and analysis to best apply to the RQs. There RQs where elaborated to present a more
centered and focused conclusion, which would aid the research towards fulfilling the aim. being
the following:
RQ1: What gains are there from advanced radiation technology?
RQ2: What pains are there within the current applicable areas for advanced radiation
technology?
RQ3: How could a value proposition for advanced technology be structured?
3.2 Collection of data
This section presents the assortment of secondary data that have been practiced. The data depends
on writings from the literature study and the information of the nuclear product collected from
studies conducted by the case company, the KTH nuclear department.
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3.2.1 Secondary data
Secondary data refers to data that is collected by someone other than the user. This includes
censuses, information collected by government departments, organizational records and data that
was originally collected for other research purposes. Secondary data also includes the previous
research which were already tried and tested which increases the reliability of the secondary
research. (Vartanian, T. P., 2010)
This data collection is the collection from the database or other existing studies, which includes
the collection of existing information from different journals and sources (Collis & Hussey, 2014).
The literature is collected from books, scientific journals, and articles from DiVA and other
scientific databases. This also includes the article published by the Nuclear scanner team.
Literature review includes the basic understanding of the terms and concepts that is required to
reach the conclusion of the research. The empirical findings, which is section 4, includes a
collection of secondary data which is later analyzed to answer the research questions of the paper.
During the collection, certain keywords were focused upon, which had been pinpointed earlier on.
Their words are Value proposition, Value proposition canvas, nuclear scanner, new products,
business model canvas, jobs to be done. Every selected product of data was scrutinized to ensure
that it was fitted for the aim of the study. Moreover, there was a focus on ensuring that the research
was relatively new. This, however, was seldom a problem as an article related to the keywords
were mainly released within the closing decade. The secondary data is a large basis of the study as
per its importance during certain limitations. These are mentioned in chapter 1.4. Moreover, as the
product used as a basis of the case is an issue of a data confidentiality concern when conducting
the primary research, secondary data carries large importance.
3.3 Research ethics
The supervisor at the company was informed about the study in the beginning of the process and
was informed of RQ changes parallel to the study work. It was made sure that all participants were
aware of the aim to the study. The background of the study was constructed by the company
themselves; hence a well-raised awareness of this from the beginning of the study. All participants
and contributors of the primary data have approved the final result.
3.4 Trustworthiness
It is claimed by Bryman and Bell (2007) that the trustworthiness of research is able to be analyzed
by looking at four different parameters. These are transferability, credibility, dependability, and,
lastly, confirmability. Bryman and Bell (2007) argue that each of these four parameters is as
important when concluding the trustworthiness of any research. The following section presents
these four parameters, as well as analyses and evaluates these aspects for this specific study. This,
with the scope, to identify the trustworthiness of this study.
Credibility
During a qualitative study, Bryman and Bell (2007) argue that a chance of misinterpretation of the
answers is relevant. More specifically, there is a risk that the researchers do not capture the essence
of the information that is gained. Therefore, it is presented that the relevance of ensuring that the
interpretation is correct is massive. Bryman and Bell (2007) propose that the researchers are to
present the interpretation of the contributor of the information to minimize the risk of
17
misinterpretation. In this case, the used case company was presented with the data that was
extracted and hence assured that the interpretation of the data was correct. This is also stated, by
Bryman and Bell (2007), to be an effective approach. Thus, the respondent's validation increases
the credibility of the study.
Transferability
A qualitative study based on various empirical data, applied at a specific case, has limited
transferability. Firstly, the case product has a patent which makes a full transferability impossible.
Secondly, the VP may vary depending on where one decides to launch the product. Parameters
such as segment markets in different countries, or events that affect the nuclear business
environment, can affect the transferability. However, the process itself proven in the study is
transferable, meaning that the reasoning and usage of the VPC is a process transferable to any
other product or service. With that said, the aim of this study is not to create a VPC for a nuclear
scanner, but rather to prove the process and encounters during the process of creating a VP. This,
with the tool of the VPC. Hence, the previously mentioned aspects that create a non-transferability
are not as important to consider and should, therefore, not affect the result significantly.
Thenceforth the conclusion is not perfectly applicable to any situation, but the study itself is a
method on how to achieve reasoning around VP.
Dependability
The study is conducted by two researchers, which improved the focus of observations of the case.
The information in relation to the case study was mainly received by the company themselves or
acquired by the researchers. Bryman and Bell (2007) point out that qualitative studies require a
great effort to audit, which is followed for the primary data. However, a majority of the empirical
study is secondary data. This reduces the dependability, as the audit of the secondary data is less
controllable.
Confirmability
Total objectivity is not possible in social studies (Byman & Bell, 2007). However, the ambition
has been to objectively interpret the secondary data. Quantitative illustrations have helped in that
part, but as nuclear science may cause large opinions, it is difficult to ensure and confirm
statements in the secondary data. In other words, VPs and nuclear science is a subject that is easily
reflected by personal values in comparison to, for instance, gender equality. The thesis has also
been peer-reviewed to increase credibility.
3.5 Limitations
If this study was conducted once more, it would be relevant to look at the outcome of each of the
aspects brought up from the empirical study, not only related to the VPC, but related to any other
value proposition related tool. This, as the VPC is a small part of the value creation, and there is
yet more to explore. It would also be interesting to look at a specific business where this type of
technology is applicable and conduct an empirical study to investigate how the VP should be
articulated to fit that specific business. Lastly, it would be interesting to dig deeper into the data
on nuclear materials in various countries and explore even more application areas for the product
than the given ones. Moreover, we believe that the secondary data which brought up aspects not
fully applicable to the VPC affected the outcome somewhat, thus making the former interesting to
further investigate.
The choice of relevant pains and gains were made based on previous research. As per the
delimitation, the VP and VPC was the chosen tool to illustrate value. Hence, some elements and
18
drivers in the study could have been valued differently with another framework as a base for the
study. This may have caused a specific identification of pains and gains. This is however
disregarded in the conclusion. It would be interesting to, in the future, look at more possible pains,
gains, Jobs to be done, etc. applying to the same conditions and distinguish what makes one of
those relevant to focus upon or not.
Moreover, the application of the product can be categorized vastly. The research chosen was
conducted based on general use and application areas and a corresponding VPC was suggested.
The use of the product can extend to diversifying models and uses which may shift from the value
creation process suggested in the research. However, further research could be done specifying
each model of products and the selected department it is able to serve initially intended.
The data collected for the research are based on the previous data available from the research that
was conducted before. If the research was re-conducted at a different time, the empirical data
collected at the time of research may not coherence with the research that was conducted, making
a different customer segment and different gains for the product.
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4 Empirical findings This chapter presents the empirical findings and various aspects that may trigger pains and gains
within nuclear safeguard as well as parameters affecting the VP. Firstly, the case on various types
and areas of terrorist attacks is presented, then security ranking of each country is presented and
lastly important parameters for the VP and VPC are investigated.
4.1 Current Nuclear Aspects
To analyze and discuss the research question in hand, the following empirical data are collected
and organized in order to reach our goal to answer the intended question in hand. These data will
correspond to the gain of the nuclear scanner and categorize the customer segment for the initial
market
4.1.1 Major Terrorist attack so far
As part of secondary data collection, countries affected by terrorism, and the major incident of
terrorist attacks occurred during the past four decades are collected. This information would reflect
the urgency to implement nuclear safeguards and security for future precautions for similar attacks
and also serve an aspect of implementing the scanner in different security departments with
urgency.
Year Methode Place Casualty
1988 Plane hijack Pan Am #103,
Airline plane
270 dead
1992 Car Bomb Buenos Aires,
Argentina, South
America
242 dead
1993 Truck Bomb World Trade Center,
USA, North America
6 dead, 1042 injured
1995 Truck Bomb Oklahoma City,
USA, North America
168 dead, 500
injured
1996 Truck Bomb Sri Lanka, Asia 90 dead, 1400
injured
1996 Truck Bomb Saudi Arabia, Asia 19 dead, 515 injured
1998 Truck Bomb U.S Embassy,
Kenya, Africa
212 dead, 4022
injured
1999 Apartment block
bombs
Moscow, Russia,
Europe
200 dead
2001 World Trade center World Trade Center, 3062 dead
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collapse (9/11) USA, North America
2002 Bombing, Suicide
bomb
Bali, Indonesia, Asia 190 dead, 300
injured
2004 Train Bomb Madrid, Spain,
Europe
191 dead, 1800
injured
2007 Communities
Bombing 4
Iraq, Asia 769 dead
2008 Coordinated
Bombing 5
Mumbai, India, Asia 166 dead
2014 Massacre 6 Iraq, Asia 1700 dead
2019 Church Suicide
Bombing 7
Colombo, Sri Lanka,
Asia
259 dead, 500+
Injured
Table 4.1.1 Major Terrorist attacks
Source: Ferguson, C. (2004); 4U.S. Commission on International Religious Freedom (2008); 5
Åshild Kolås (2010); 6 Whiteside, C. (2015); 7 Imtiyaz, A. R. M. (2020).
According to the ITDB - The Incident Trafficking Database of IAEA 2018, it has been reported
that around 166 cases of unauthorized activities of SNM or trafficking and improper use of
radioactive materials were detected in 34 IAEA member countries. And since the year 1993, there
were a total of 278 incidents that confirmed misuse or trafficking of radioactive materials, which
includes SNM, plutonium, highly enriched uranium and plutonium beryllium neutron sources.
(Fact Sheet, 2018)
Radiation Portal Monitors (RPMs) at cross borders, ports, cargos, and other areas of security
concern (such as nuclear facilities and tunnels) to screen objects and persons passing through them
are a key component in the efforts to detect and prevent trafficking of nuclear and radiological
materials. But with current technology, they are not sensitive enough
4.1.2 Nuclear security Index of countries
It is also important to know where the course of nuclear terrorism might start. So it is important to
look for the countries that possess the materials for nuclear weapons. Along with that, the security
level that the facility possesses is also an important aspect that needs to be taken into account.
These data would reflect where the security must be tightened, especially the countries which are
being acted as a source of nuclear weapon materials. This would also reflect to the gain and
customer segment which would be described in the section 5.2.
Nuclear Security index has observed and analyzed the facilities all around the world and has
measured the level of security according to the following aspects (NTI Nuclear Materials Security
Index., 2018):
(a) Onsite physical protection,
(b) Control and accounting procedures,
(c) Mitigation of threats from within nuclear facilities (The risk of the personals with access
to the facility to steal or help or being manipulated to take nuclear weapon used materials)
(d) Physical security during transport,
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(e) Response capabilities, and
(f) Cybersecurity of nuclear facilities
The following are the countries and their rank in the world and their security ranking index
according to the NTI 2018.
Rank Countries Security Ranking
1 Australia 94
1 Switzerland 94
3 Canada 89
4 Germany 88
4 Japan 88
6 Norway 85
7 Belarus 84
7 Netherlands 84
9 Belgium 81
9 Italy 81
11 France 80
12 United Kingdom 79
12 United States 79
14 China 71
14 Kazakhstan 71
16 South Africa 70
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17 Russia 67
18 Israel 58
19 India 46
20 Pakistan 44
21 Iran 37
22 North Korea 24
Table 4.1.2 Countries with Weapons-Usable Nuclear Materials
Source: NTI Nuclear Materials Security Index. (2018)
In the 1990s, the number of countries having possession of weapon usable nuclear materials was
50, which later in the year 2000 become 40, and now in 2018, it is 22. The reduction in the number
of countries possessing weapon usable nuclear materials implies a positive condition as the no. of
sources for nuclear theft has decreased, and more focus can be given to the countries.
4.1.3 Ways of Acquisition of Radioactive Materials / or places requiring high
security
Nuclear weapons are the most dangerous weapon which can be used for mass destruction.
Terrorists are in constant thinking of how to acquire such materials or weapons. This provides the
weakest link in SNM management and provides considerable awareness to improve security level
which would be described more in detail in section 5.2.
According to (Ferguson, C. 2004, p271-279), followings are the possible ways terrorists might
acquire material for nuclear weapons from the weakest links of safety.
I. Deliberate Transfer by a National Government
It is when sometimes countries with lower security measures transfer any nuclear
materials, and there is no evidence that the transfer is to a terrorist group or not.
II. Unauthorized Insider Assistance: Government Official or Facility Custodian
This is when some higher government officials or facility personnel are involved with the
transfer, or theft of nuclear materials
III. Looting During Times of Political or Societal Unrest
When a state or country is busy in war or dispute, and the nuclear facility or higher
officials of the facility lose focus of the security.
IV. Licensing Fraud
Fake licensing or fraudulent licenses is also an act that has occurred before even in high-
security countries like United states
V. Organized Crime
Through the criminal activity, the terrorist might acquire the weapon-grade radiation
materials, which happened in Ecuador 2002
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VI. Theft from Facilities
Materials that are potential Radiological Dispersal Device (RDD) can also be stolen,
which happened in 2003 from Russian lighthouse
VII. Transportation Links
According to IAEA, around 10 million packages that contain radioactive materials are
being transported each year. And transportation links are supposedly the weakest link of
security
VIII. Orphan Sources
Many abandoned facilities may contain radioactive materials. It is estimated that around
several thousand radioactive materials are orphaned and might fall into terrorist groups
without our knowledge.
IX. Transporting the Weapon or Device to Its Target
Terrorists might not have to transport the device, and they might just use the
explosiveness of the nuclear material to get what they want as nuclear weapons usually
have high radial coverage of impact.
X. Detonation or Dispersion of Radiation
Terrorists might not need a large amount of radioactive materials; making a bomb or
detonator would not require much technical knowledge.
4.2 Favorable parameters within the Value Proposition
During a qualitative study on what business customers value, based on interviews, various drivers
were identified (Sakyi-Gyinae & Holmlund, 2018). The study looks upon how customers
articulate benefits and value, and the evaluation of these drivers is based on six types of offers that
a service or product provides. These are system, infrastructure, integration, usage, relationship,
and price. Hence, important for the customers yet not all specifically defined in the VP or in the
elements of the VPC. The six drivers were all identified as the most pushed for dimensions during
the interviews.
The functionality of the system, and the perception of that by the customers, is something that is
imperative. There is a necessity that the product or service meets the expectation of the customers.
Sakyi-Gyinae and Holmlund (2018) found that there is a possibility that even the seller and the
customers can disagree upon the functionality. Therefore, this offer should not be overlooked.
Furthermore, the offer of infrastructure refers to the effort needed to use the product. The
interviewees clearly stated that, the product or service should take less effort to use, than other
options on the market. It is even stated that this is a feature that can take a product or service from
inferior to superior.
The third offer looked upon is integration. The provider and the customer must agree upon that the
initiation of the product of service is minor than what it would be for other similar products or
services hence referring to a simple integration to its applied area. One interviewee remarks on the
importance of integration, as he previously had needed to test an already proven product in a mock
up environment to ensure the usability in his specific business. He also pushes the value of what
is mentioned as “effortless integration”.
Usage looks upon the step after integration and is stated to ensure the so-called health of the service
or product. The interviewees mean that a well run ongoing operation demonstrates its health,
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nevertheless, given that the ongoing operation once more is superior to other industry offerings.
Sustainable functioning and the correct possibility to manage and update the product is pushed
towards by the interviewees.
The relationship is an offering that looks upon the handling of the customer problems. Fast
technical support and quick troubleshooting are prioritized aspects. One situation mentioned that
is wished to be avoided, is that problems can not be solved if someone is on vacation. Hence, the
importance of a good relationship between seller and customer with the smooth handling of
problems is important (Sakyi-Gyinae & Holmlund, 2018).
Lastly, price is an important parameter. The revenue model is wished to be synchronized with the
customers, to have an as anchored pricing model as possible. It is coherently stated that the price
should be competitive but reasonable, stating, amongst others;
“...make sure that you figure out what customers are going to need and if it is going to
cost you twice as much…. you have got to be competitive too at the same time…” (Sakyi-Gyinae
& Holmlund, 2018, p. 40)
Furthermore, Achi (2018) conducted an empirical study looking at customer value and stakeholder
value and their relationship in the telematics industry. For the customers, it is clear that safety is
an important factor. Not only that, the well being of the operator is secured, but also for its
surrounding. Nevertheless, uptime in the means of an always available and usable machine is a
valued benefit. Yet another benefit that is of importance is the overall performance of the machine,
and that it is efficient. Looking at the stakeholder's value, Achi (2018) found that quality, customer
satisfaction, and customer insight are important factors. Furthermore, it is reflected upon how
continuous contact with customers, and having employees being the co-creators of value. This is
shown to be met by having thorough observations of the customers to ensure that the correct
resources are available and the execution is fulfilling the expectations (Achi, 2018)
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5 Analysis and discussion The purpose of the study was to investigate the gain of using advanced radiation scanners and the
pain reliever for using such technology. Then emerging from these two data, a value proposition
canvas is structured. This section will illustrate the analysis of the data that was collected and then
discuss the findings and the potential usage of the research conducted
5.1 Stakeholders of advanced technology nuclear scanner
To have a comprehensive understanding of advanced technology nuclear scanners, it is important
to know the stakeholders of the product and the beneficiary of the product.
Stakeholders are individuals or groups of people who have invested interest in the success of the
product or organizations. Stakeholders are often classified into three categories, Core stakeholders,
primary stakeholders and secondary stakeholders. This Stakeholder analysis is shown in Table 5.1
to illustrate and differentiate the different stakeholders.
Figure 5.1 shows the stakeholder mapping clearly implying which part of the society is interested
in the product, in which market does the product belong to, who are the investors and who the staff
or workers will be.
Figure 5.1.1 Stakeholder mapping
Core Stakeholders
Core stakeholders are strategic stakeholders
who are essential for the survival of the
organization
IAEA, KTH-physics, The Swedish
Radiation Safety Authority, The steering
committee, Swedish Research Council,
Swedish Agency for Innovation
26
Primary Stakeholders
Primary stakeholders are who have a direct
interest in a company
State security of each country, Nuclear
facilities. Equipment suppliers
Secondary Stakeholders
Secondary stakeholders are who have an
indirect interest in a company
Security Personals, Society, Media
Table 5.1.1 Stakeholder analysis for a nuclear scanner
This stakeholders analysis and mapping gives a holistic view of who the product is intended for
and who has the most interest in the product. This analysis will help to understand the further
discussion on how the product is better for the society and how it is a pain reliever for the customer.
5.2 Gains associated with advanced radiation technology nuclear scanner
United Nations Member States together have developed 17 sustainable development goals, and
one of the goals aims to promote trade, innovation, and infrastructure. This provided a vital
grounding point for the development of advanced radiation technology. This not only supports the
use of a nuclear scanner but also promotes the product for the betterment of the society. Thus this
eventually acts as a gain creator for value propositions for the nuclear scanner and also strengthens
the customer profile.
Nuclear threats can begin from the source of the materials or from nuclear facilities. These are the
initial places where an illicit use or acquisition of materials can be obtained in the first place. As
illustrated in Figure 2.1.1 and Figure 2.1.2, there are many countries where the level of security is
not of high standards, according to the Nuclear Threat Initiative (NTI). This has been further
elaborated in Section 4.1.2, where the security index of each country having possession of nuclear
materials is ranked. The ranked countries are the only countries that currently have possession of
weapons-usable Nuclear Materials in the world. NTI Index calculated the level of safety as Overall
ranks for 2018; all countries are scored 0–100, where 100 = most favorable nuclear materials
security conditions. By analyzing the data of the ranking, it is observed that half of the countries
(11 out of 22) have scored less than 80 out of 100 which is below the blue zone (Marked as top
Security level) And 5 out of 22 countries score less than 60, in which two countries fall in the red
zone (Marked as least security level) and three countries fall in the yellow zone (Marked as
cautious security level). This implies the level or urgency some countries need to make
improvements in the security department to attain safety measures for the goodwill of society.
Through this analysis, the customer segment can be classified as the countries that lack the level
of high-security rank. The countries which fall on the red and yellow zone need to initiate the
improvement of security level with urgency. So the advanced radiation technology gets a boost in
pain reliever by creating a value proposing to the customers. And the customers get a boost in gain
as the advanced technology will improve the security rank and be able to be marked as a safer
facility. So developing a VPC, the customer segment can be initially categorized as the countries
that are in the yellow and red zone of the Nuclear security index from table 4.1.2, which is the
bottom five countries having weak security conducts.
As presented in Section 2.2, there are many nuclear facilities that are being decommissioned after
the lifespan of the plant. This has created a requirement for the movement of nuclear materials
safely. On the other hand, as stated in section 4.1.3, the transportation of nuclear material is one
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of the weakest links of security. It is thus creating an increase in the demand for safeguards in
nuclear facilities. Needing security on both receiving ends as well as sending end. This broadens
the customer segment of the scanner for the nuclear facilities. It is adding a gain for the value
proposition for a nuclear scanner as more facilities are decommissioned.
Furthermore, emphasis on security can be observed by Table 4.1.1 where the major incident of
terrorism is observed all around the world. By analyzing the incidents, it is seen that there is no
pattern in location, time, area, or method by the homicides. It is seen that all the major continents
like North America, South America, Europe, Asia, and Africa are affected by the terrorist attacks.
It is also observed that major transportation facilities are also used as a method of homicides e.g.,
Truck, plane, car, etc. Also, from section 4.1.3, we have seen the ways terrorism can acquire
radioactive materials. This helps the country and government to focus on where the security needs
to be improved and where are the weakest links to prevent any illicit act to occur. This created a
different customer segment and jobs to be done at different government departments where
security measures are taken. And the Nuclear scanner acts as a pain reliever for the customer at
the security department as it can detect radioactive material quickly and effectively than other
scanners in the market.
Analyzing all the aspects, it is clear that all countries must always be aware of the danger that it
can uphold, and the security checks need to be assigned in all major cross borders and
transportation sectors. This implies in airport security checks, transportation security check, cargo
security check, full-body screening, etc. This gives a new customer segment, or a more narrowed
down within each country, for any private or government organization and again for the society or
customer.
As per to achieve a security level for the society, all member states, as per section 4.1.2, need to
contribute, which may mean that everyone needs to implement this superior technology for
security. The device fulfills all the jobs to be done by the customers providing the security needed
in the facility or in cross borders. This device is arguably a better scanner compared to other
scanners in the market, as this requires much shorter coincidence time, which means faster
scanning. Apart from that, it can detect, locate, and identify radioactive materials even after some
shielding is applied to the source, as described in section 2.2.1. This provides a smoother
experience for the customer with the lower need of personals for security attaining pain reliever
for VP as well as gain for customers.
According to IAEA, as mentioned in section 2.2.1, the current technology of scanner in the market
(e.g. Radiation portal monitor) uses Helium-3 as an element in detection of radiation, which is
going to have scarcity in the future. So to have sustainability in the future products, IAEA
collaborates with many organizations and countries to come up with a replacement of a radiation
scanner which is more sustainable and does not use Helium-3. And the Nuclear scanner acts as a
more sustainable replacement for the current technology. This not only provides a good marketing
scheme but also adds great worth in the value creation process which behaves as a gain creator for
the product itself.
Analyzing the gains for advanced radiation technology, potentially, it can be said that every state
may not fit one specific VPC. This is because the scanner can be used in several different segments,
such as nuclear facility, airports, driveway security, cargo check-up, etc. This means that there is
a general challenge that one generic VPC may not fit, and one needs to narrow down to a more
specific target segment per VPC. Furthermore, the specific target market may also have different
categories according to different countries. In addition to that, a major gain is achieved when all
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the member states contribute, which means that to acquire the largest gain, all target markets need
to implement the scanner. In other words, it is imperative that the tailoring of VPC’s is constructed
per customer segment to generate the largest success. Both for each VP alone, but also as one large
impact. This is arguably needed to be done one VPC at a time, even though the major impact is
not achieved until several markets are entered. This is even more important as the importance of
efficiency and smooth infrastructure is stressed. It is plausible that the efficiency and infrastructure
of a nuclear scanner of this precision will enhance the number of established scanners on the
market. With those parameters established, it is also arguable that the feeling of safety enhances
with the number of established scanners.
5.3 Pains within current advanced radiation technology
During the last decade, it has been a challenging time for nuclear development. The world has seen
great success in nuclear energy sustainability, by which all major developed countries were
electrified sustainably from the nuclear power plants.. But with that, also came some downfall of
nuclear facilities. This planet has suffered many accidents caused by nuclear facilities, like three
mile Island incident and the Chernobyl incident where humans are still abandoned from the whole
city due to the high contamination of radioactivity from the accident. Not only accidents from
nuclear facilities, but the world has also seen monstrous disasters created from nuclear bombs that
were detonated in Hiroshima and Nagasaki in Japan in August 1945. This has created fear inside
the society of anything that is associated with nuclear or radiation technology. The majority of
society does not have a proper understanding of how nuclear material acts or how it functions, but
most of them know what disaster it can create to the Earth. This deficiency of knowledge in this
matter acts as a negative catalyst for any product which uses radiation technology, or in other
words, acts as a ‘pain’ in the customer segment.
Another cause of pain for the customer may emerge from the current technology that is being used
in the market currently. Each piece of equipment has a lifespan of its own. And the owner may not
be willing to invest in a new technology instantly as they have already invested heavily in the
current technology, which has promised to run for a fixed amount of bounded life-time. This acts
as a pain for the customer to replace an existing technology before its initiated life span.
In some countries, manual labor or security personnel are not of the high cost. This creates a
problem in the marketing department of the scanner to propose the intended value created from
less use of personals. This not only nullifies the intended value for the customer, but also makes
the calculation of the return of investment complicated and somewhat irrelevant as the cost of
saving security personal is not significant in those countries. It is thus creating a pain for the
customer or countries with low personal cost, on implementing such a high technology scanner.
The radiation scanners that are currently used in the market are sold in vast quantities due to the
demand and popularity, thus minimizing the production cost of the product. This will have an
impact on the advanced technology scanner that is coming new to the market, which, having new
technology, will not be of low price. So the customers or the security sector sensitive to price and
budget will face this as a ‘pain’ if the new technology is implemented or purchased.
As described in section 2.2.1, there are some few radiation scanners present in the market. But
each has limitations using it. Which in all acts as problems for the current application of advanced
radiation technology or regarded as a ‘pain creator’ for the society.
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● Radiation pagers vastly used around all sectors of security checks. The limitations
compared to a nuclear scanner is that pagers can not identify the source of radiation; it can
not locate the source nor can measure how intense the radiation is.
● Radiation portal monitors (RPM) is also another scanner which is found in most border
crossings like airports. This device uses Helium-3 as an important element in detecting
radiation. But due to scarcity creation of this element, IAEA has started looking for an
alternative device that does not use Helium-3, which acts as a pain for the customer (Airport
or cross border security checks) as they need to implement an alternative device when the
lifetime of the device is finished. Also, the device can also only alert the security personnel
of nearby radioactive sources, not identifying the source, not measuring the intensity or
energy.
● Radioactive isotope identification devices (RIIDs) are also used vastly as a secondary
scanner after the initial alert from passive radiation scanners like pagers or RPM to identify
the source further. This device requires security personnel to scan different places, holding
RIID steady to identify the source properly. This gives many unreliability and time
consumability. Also this device gives misleading identification when the source is shielded.
5.4 Considerable elements of a VP
It is obvious that a value proposition needs to be well articulated to have a successful business.
The best way to do so is to develop a clear VPC. Otherwise, there is a risk of failure for the nuclear
scanner. One important parameter within the VPC is the customer segment, which is relatable to
which potential target markets there are for this type of technology. It is arguably a large potential
within markets that are affected by nuclear terrorism and feel the need for this type of product. In
other words, they have a job to be done.
Furthermore, as presented, functionality is an important parameter that the customers focus upon.
However, this can be difficult to meet up at the customers sometimes does not know what they
want. And if so is the case, they may not know what kind of functionality is possible to meet their
needs. This may be particularly obvious within radiation technology as it is a quite advanced
technology and the customers may not know what they can ask for. This may cause a challenge
for when articulating a value proposition.
Moreover, the so-called infrastructure, the effort needed to use the product, is a major factor of
success, as per the interviewees. As the product is a development of already existing technology,
this is arguably not a problem when creating a value proposition for radiation technology products.
It is a more secure solution, hence a favorable infrastructure. However, this parameter does not
consider the effort in terms of money. If that was a part of the parameter, there is a possibility that
is would be a challenge for the value proposition. As the technology is greater, the cost is possibly
greater as well. This is very relevant as it is coherently stated that the price should be competitive
but reasonable.
The same goes for the integration aspect. Primarily, similar products are already established in the
market, and the effort to replace certain products is less than if introducing new ones. There is also
an aspect of the correctness in the scanning procedure, which is yet more improved than competing
products. Hence the integration of the product will arguably be even smoother than previous
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solutions. This arguing is also applied for the usage of the product. An even more correctly
scanning and simpler solution may lead to a simpler usage. The relationship between the producer
and the clients is something that is difficult to analyze as the product and its company is not yet
established as a business. Hence this parameter is overlooked.
An important aspect of addressing is the scare of terrorism. This is a large pain that is present in
any market presented, but the more affected arguably, the larger the scare. Hence also the larger
the pain. Closely related to social sustainability, as the scare of terrorism is arguably smaller in
areas where the pain is minimized. Thus the aspect of removing the scare is not solely a value
driver focus in form of safety, but simultaneously a driver for social sustainability. Furthermore,
the pain remover for this scare is the sense of safety as per an efficient solution that minimizes the
risk of nuclear terrorism. This is a recurring parameter, as the empirical data does not only address
the attacks in the society, and hence various target markets, but also addresses the safety of the
operator. This would, in other words, be the personnel operating the scanner in i.e an airport of in
the entrance of an arena. We then have that the pain of the customer, being the arena or the airport,
as well as the aspect of the personnel. Furthermore, it is possible to argue yet one more dimension,
stating that the safety of the customers is kept in mind. This contributes to the customer and their
VP towards their customers. This identified pain would possibly be a great driver for a clearly
identified VPC, and VP, and would not be looked upon as a challenge. To recall, customer value
proposition is a tool in communicating benefits in terms of technical, economic, and social to their
customers.
It is identified that other important factors for success for relevant for the proposed value is to look
upon are complementaries, such as services that will complement ones original service and “Lock-
ins” such as low budget versions of the original service. This is however, not relevant for the
current case. Mainly due to the fact that it is a single product that is developed, and a launch to the
market is yet to come, and secondly because it is not currently any knowledge on what a fitting
lock-in would be. This could be considered as a challenge, as an important factor that may generate
even greater value to propose to one's customers is disregarded. The challenge then lies in still
having a strong VP, which makes the product relevant for the market, even though one parameter
is not used to its full potential.
Furthermore, the business modeling industry presents a lot of previous theories. However, these
are not applied in the advanced radiation technology spectra of research that is relevant for the
case product. This is arguably a challenge for creating a value proposition, as there is less
possibility to apply lessons learned from previous cases to improve the current VP. A part of the
challenge also lies in being able to transfer lessons learned from similar industries and apply those
to the current situation. However, there is a possibility that the challenge for the VP is minimized,
as this is a new type of technology. This means that the competition is small and that the focus on,
for example, diversification is not relevant. Hence, the focus can be solely on 1. the customer
segment, and 2. the value proposition. In other words, the VPC. The creation of pain relievers and
gain creators can be isolated to the job to be done, as well as the customers' pains and gains. It is
stated that one should investigate whether there is a competitive advantage in certain areas
associated with the customer profile. As the competition is relatively small, the focus on the
competitive advantage may not be as important as for other products. On the other hand, it is also
stated that the VP provides a holistic business model approach to ensure a long term competitive
advantage. Hence, the focus on the VP will provide a competitive advantage itself. The challenge
then arguably lies in identifying the customer segment with little previous research.
31
Moreover, it is clear that there is a customer segment within areas that comes to mind when
thinking about the nuclear industry. This is also what would be a starting point then tailoring a
VPC. Related to the sustainable development goals and innovation, there are certainly other
applicable areas for this type of nuclear scanner which is not yet revealed. It is then clear that the
element of VP may stand before a challenge when it comes to breaking new implementation
grounds. The process of illustrating the VP is, as based on previous chapter 2 and 4, is arguably
smoother when based on available data, but it is also possible that, as per chapter 3, some areas
are missed or not yet explored. These areas that are unexplored are not only a challenge for the
creation of the VP, but also a challenge in terms of how to actually extract the relevant data. As
per example, how do you know where an unknown nuclear scanner customer can be found, and if
so how do you know that you should develop a VP for that specific segment instead of keep on
looking for a more profitable segment. On the other hand, there is a challenge with the VP when
it comes to available data, as presented as this may put more pressure on diversification. The more
available the data of pains, gains, and jobs to be done, the larger the possibility that similar products
are developed that provide the same service that is requested by the customers. However, as there
is impactful profitability when it comes to a large establishment in previously stated industries,
one may argue that the challenge of implementing in already localized possible customer segments
is smaller than the challenge of finding new segments.
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6 Conclusions
It is clear that there are certain specific industries and areas of implementation where a nuclear
scanner of this precision is relevant. A majority of current pains within these customer segments
are related to aspects that this type of scanner will act as a pain reliever. Safety, efficiency, and
implementation are recurring aspects articulated from several stakeholders, both core and
secondary stakeholders. Not only that but when relieving one pain, there is also a possibility that
the impact of each aspect grows stronger together. However, there is a challenge for the VP as a
whole, as there is a need for a VP per possible market, but at the same time, the product must be
launched within several markets for the largest impact and to reach the full VP potential. Moreover,
there is also a detected challenge of exploring new areas of usage other than those explicitly
expressed from the presented stakeholders. There is little possibility of lessons to be learned, hence
creating a large challenge when exploring new possibilities. Furthermore, the aspect of lock-ins,
and the lack of that is yet another challenge, which is also related to the challenge of exploring
new possibilities. This does however, open up the possibility to fully focus on the current market,
thus creating a challenge in the form of larger competition.
Nevertheless, it is obvious that there is a necessity to clearly define a VP, whereas a VPC is a great
tool for that illustration. However, the aspects important to the focus upon customers may not
always cohere with the tool, as per money in relation to the job to be done is a recurring aspect for
the customers, which is not a part of the VP but rather of the BMC itself.
There are also distinct aspects that are articulated as important for the possible customers, but at
the same time, it is shown that the customers may not always know what they want or what is
possible to want. This is especially interesting as functionality is an expressed important aspect.
This creates yet another challenge when developing a VP, as it is difficult to know what to strive
towards and which pains and gains should be primarily focused upon to relieve and enhance.
It is concluded that implementing a single VPC will not be applicable to the scanner market. As
the scanner market or customer segment consists of different security segments and also different
rank and category of countries with different levels of security present, a tailored VPC needs to be
implemented for all different categories of customer.
In conclusion, to structure a VP is possible and should involve the various presented value drivers
and be prioritized as such. However, there are challenges with the process, which are related to the
various drivers. When creating a VP for this type of product, the challenges concluded are to be
considered.
Lastly, the scientific contribution of this study is found to be not only the identification of the
various value drivers but also the evaluation of their worth in relation to this type of product.
Finding safety as a large impact driver and integration and/or infrastructure being not as impactful.
With this in mind, the second contribution concludes the identified challenges for the VP creation.
An interesting next step would be to analyse these identified value drives by conducting a
qualitative study of one isolated customer segment. It would also be interesting to further
investigate how the Safety value driver relates to social sustainability. In addition to that it would
be interesting to conduct a similar study but with another value proposition framework in mind.
Mainly to identify whether the same challenges are identified or not. Lastly, it would be relevant
to further investigate each identified challenge and scientifically contribute with how those
challenges could be avoided.
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