This activity proposes several practices related to marketing and business modeling that offer support for researchers to get to know the market and to integrate the obtained information in a business model. Researchers often experience difficulties in defining a focused value proposition. Therefore, it can be extremely useful, if Technology Transfer Officers can help these researchers in formulating their value proposition, as a good way to make the business feasible and realistic. www.FITT-for-Innovation.eu

1. Value Creation
FITT
– Fostering Interregional Exchange in ICT Technology Transfer –
www.FITT-for-Innovation.eu
Except where otherwise noted, this work is licensed under a Creative Commons Attribution 3.0 License.

2. Position in the valorisation chain
A Focus on Value Creation is a starting point to make the
business feasible and real.
Value
Creation
New ideas/
Technologies
What? How?
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3. Value Creation
Formulating the Value of an idea/project is important as it
helps you to
Express the value of your idea/project to the outside world
Make your elevator pitch
Start with the exploitation of your idea/project
Value
Creation
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4. Strategic Logic
• Focussing on the Value Creation implies to assess, exploit
and develop all aspects of Strategy
develop discover
© Wiley
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5. Strategy
A strategy to create value consist of three interrelated components:
• A business concept that identifies the intended customers of the organization
and the product offers and key activities that the organization will use to create
value for those customers
• An organization concept that defines the resources the organization will use
in its value-creating activities, the organization design for coordinating its
activities, the controls it will use to monitor its value-creating activities, and the
incentives – or plan for value distribution – that the organization will offer to
attract and motivate resource providers in its value-creating process
• The core processes of product creation, product realization, stakeholder
development, and organizational transformation through which an organization
tries to create and distribute value on a sustainable basis
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6. Value Proposition as the Heart of Strategy
• The Value Proposition is the crystallisation of all strategic decisions
• It helps to articulate the value that will be created
available
infrastructure
(to exploit & drive)
customers Money
demand (costs &
(to meet) revenues)
Value
Proposition
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7. Toolbox Content
• The FITT toolbox provides help for practitioners in:
• knowing the market (marketing process)
• integrating all information (business modeling process)
Business Modeling
• Business Model Decision
• Business Model Design
• Open source business model
Marketing
• Market assessment
• Templates for
technological marketing
• Living Labs in ICT
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8. Suggested Readings
Link to bibliography
Link to code book
Business opportunity
Customer-Benefits & Segment-Attractiveness
Business model
Link to relevant websites
Sanchez R. & Heene A. (1999) The new strategic management:
Organization, competition and competence
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