When a word is used too many times a year and the context in which the word is used broadens in every article, it is very likely that the management community develops a sort of immunity. There are multiple examples of management terminology being coined as fast as falling out of favor.
Always wondered how to get your customer in touch with your Brand DNA? Struggling not to tell them again what you stand for but to really let them feel it? Volvo’s marketing department in the Netherlands gives us a clear example how this can be done. Of course there are some down sides on this initiative which I will get to later, but the main idea is clear example of experience co-creation.
This week the first Shaking Up the Value Chain presentation and workshop have been organized as part of Capgemini’s Multi Channel Retailing evening sessions. The evening started with a presentation of the ‘Shaking Up’ concept and during the second half all participants joined one of the interactive break-outs. The challenging assignment consisted of three questions: pick an Industry familiar to the group, draw the value chain according the new Shaking Up the Value Chain modeling method and finally come up with a plan to optimize the position of the ‘sqeezed brand’.
Packing your bags, coming home. Everything between those two moments is your journey, your travel experience. It could be a very different experience depending on your travel purpose and the accompanying mindset. But no matter the context, every trip is made possible by a chain of product and service companies, together shaping your total experience.
Tension [...]
More and more organisations are struggling with their position in the value chain. Devaluation and margin squeeze control daily operations instead of leveraging innovative power and developing new products and services. This especially holds true for the typical business-2-business market where organisation don’t have direct contact with the end consumer. Organisations that are able to [...]
