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Designing Interactive Value Development: Perspectives and Strategies for High Precision Marketing

Sweet, Patrick L LU (2001) In Lund studies in economics and management
Abstract (Swedish)
Popular Abstract in Swedish

Under senare tid har hävdats att den IT/media-drivna så kallade "nya ekonomin" starkt etablerats. Enligt många påverkar IT/media teknologier marknadsföring och affärsverksamheter på ett 'revolutionerande' sätt. Denna avhandling behandlar kritiskt och strategiskt konstruktionen av värdeskapande affärserbjudanden där IT/media används. Vidare utvecklar författaren grundläggande design principer & logiker som är tillämpbara oavsett typ av (marknads)ekonomi.



Avhandlingen tar upp design principer & logiker inom tre områden: 1) design/utformning av informationsintensiva markandserbjudanden; 2) design/utformning av värdeskapande episoder i kund-/köpargränssnitt; och 3) inom... (More)
Popular Abstract in Swedish

Under senare tid har hävdats att den IT/media-drivna så kallade "nya ekonomin" starkt etablerats. Enligt många påverkar IT/media teknologier marknadsföring och affärsverksamheter på ett 'revolutionerande' sätt. Denna avhandling behandlar kritiskt och strategiskt konstruktionen av värdeskapande affärserbjudanden där IT/media används. Vidare utvecklar författaren grundläggande design principer & logiker som är tillämpbara oavsett typ av (marknads)ekonomi.



Avhandlingen tar upp design principer & logiker inom tre områden: 1) design/utformning av informationsintensiva markandserbjudanden; 2) design/utformning av värdeskapande episoder i kund-/köpargränssnitt; och 3) inom fyra olika utformningar av affärsmodeller ('full-service, self-service, convenience/data-mining och network/community business models'). Energitjänster och interneterbjudanden används som exempel på värdeerbjudanden och olika värdeutvecklingsstrategier presenteras.



Vidare introducerar författaren design som en komplementär 'learning-by-doing' metodologi ämnad för kunskapsutveckling inom marknadsföringsområdet. Etiska implikationer av att använda denna metod diskuteras. Avhandlingen är en sammanläggningsavhandling och består av en kappa och sju artiklar, inklusive en 'interaktiv värdeutvecklingsplattform' avsedd att användas som en tankemodell vid design/utformning av affärsmodeller och marknadserbjudanden. (Less)
Abstract
This dissertation addresses the design of value productive episodes at the customer/firm boundary. Its purpose is: To provide perspective and help articulate strategies for increasing precision of the design of interactive marketing and value productive efforts at firm/customer boundaries.



Many observers, thinkers and practitioners of marketing and management are: (1) Struggling to comprehend and manage the impact of new IT/media on what they do; and (2) Striving to actively shape the development and use of these technologies and perceptions of them in marketing and other contexts. Comprehending the impact of technology and striving to shape its 'cause,' the dissertation argues, is largely an act of design. Not design of... (More)
This dissertation addresses the design of value productive episodes at the customer/firm boundary. Its purpose is: To provide perspective and help articulate strategies for increasing precision of the design of interactive marketing and value productive efforts at firm/customer boundaries.



Many observers, thinkers and practitioners of marketing and management are: (1) Struggling to comprehend and manage the impact of new IT/media on what they do; and (2) Striving to actively shape the development and use of these technologies and perceptions of them in marketing and other contexts. Comprehending the impact of technology and striving to shape its 'cause,' the dissertation argues, is largely an act of design. Not design of technology, but rather their use. In this case, their use in value productive episodes at firm / customer boundaries. This dissertation identifies and advances some basic value configuration logics and places the design of value productive episodes in the center of focus, rather than technology, individuals, segments, or structures.



Basic value configuration logics are identified and defined. These are value adding, value capturing, value extracting, and value creating. They are collapsed into two strategic dimensions: value generative and value distributive. Using these logics and strategic dimensions, a robust platform for understanding and designing value productive episodes is presented.



The design of value productive episodes as a substantive and productive domain of inquiry, and as a methodology of knowledge construction itself, is advanced. Formal and substantive design generation is compared with formal and substantive grounded theory generation. Formal design develops formal principles that can be applied in numerous substantive design exercises. Substantive design tasks are more concrete exercises addressing a specific and often localized context, like that of designing and marketing a particular offering made by a given firm using various customer interfaces. Substantive design domains explored in cases in this dissertation include information intensive services in the energy industry, and others using IT/media as the primary channel of service delivery, like the world-wide-web. Value configuration logics are expanded to explore 'business models' built upon portfolios of value offerings exploiting different value configuration logics. (Less)
Please use this url to cite or link to this publication:
author
opponent
  • Professor Johansson, Johny
organization
publishing date
type
Thesis
publication status
published
subject
keywords
economic systems, economic theory, econometrics, Economics, business logics, internet marketing, offering, energy services, marketing communication, decision style, design, marketing, value, value strategy, economic policy, Nationalekonomi, ekonometri, ekonomisk teori, ekonomiska system, ekonomisk politik, Management of enterprises, Företagsledning, management
in
Lund studies in economics and management
pages
360 pages
publisher
Lund Business Press
defense location
Ekonomicentrum (room EC3: 210), Tycho Brahes väg 1, Lund
defense date
2001-06-01 10:15
ISBN
91-974074-0-2
language
English
LU publication?
yes
id
d7ce2a07-4b9a-4324-aefa-f9aa5256b0a7 (old id 41687)
date added to LUP
2007-08-01 08:54:00
date last changed
2016-09-19 08:45:10
@phdthesis{d7ce2a07-4b9a-4324-aefa-f9aa5256b0a7,
  abstract     = {This dissertation addresses the design of value productive episodes at the customer/firm boundary. Its purpose is: To provide perspective and help articulate strategies for increasing precision of the design of interactive marketing and value productive efforts at firm/customer boundaries.<br/><br>
<br/><br>
Many observers, thinkers and practitioners of marketing and management are: (1) Struggling to comprehend and manage the impact of new IT/media on what they do; and (2) Striving to actively shape the development and use of these technologies and perceptions of them in marketing and other contexts. Comprehending the impact of technology and striving to shape its 'cause,' the dissertation argues, is largely an act of design. Not design of technology, but rather their use. In this case, their use in value productive episodes at firm / customer boundaries. This dissertation identifies and advances some basic value configuration logics and places the design of value productive episodes in the center of focus, rather than technology, individuals, segments, or structures.<br/><br>
<br/><br>
Basic value configuration logics are identified and defined. These are value adding, value capturing, value extracting, and value creating. They are collapsed into two strategic dimensions: value generative and value distributive. Using these logics and strategic dimensions, a robust platform for understanding and designing value productive episodes is presented.<br/><br>
<br/><br>
The design of value productive episodes as a substantive and productive domain of inquiry, and as a methodology of knowledge construction itself, is advanced. Formal and substantive design generation is compared with formal and substantive grounded theory generation. Formal design develops formal principles that can be applied in numerous substantive design exercises. Substantive design tasks are more concrete exercises addressing a specific and often localized context, like that of designing and marketing a particular offering made by a given firm using various customer interfaces. Substantive design domains explored in cases in this dissertation include information intensive services in the energy industry, and others using IT/media as the primary channel of service delivery, like the world-wide-web. Value configuration logics are expanded to explore 'business models' built upon portfolios of value offerings exploiting different value configuration logics.},
  author       = {Sweet, Patrick L},
  isbn         = {91-974074-0-2},
  keyword      = {economic systems,economic theory,econometrics,Economics,business logics,internet marketing,offering,energy services,marketing communication,decision style,design,marketing,value,value strategy,economic policy,Nationalekonomi,ekonometri,ekonomisk teori,ekonomiska system,ekonomisk politik,Management of enterprises,Företagsledning,management},
  language     = {eng},
  pages        = {360},
  publisher    = {Lund Business Press},
  school       = {Lund University},
  series       = {Lund studies in economics and management},
  title        = {Designing Interactive Value Development: Perspectives and Strategies for High Precision Marketing},
  year         = {2001},
}