business ecosystems: how to build a winning value proposition · how to build a winning value...

1 P r o f . d r . H e n r y R o b b e n

Business Ecosystems:

How To Build a Winning Value

Proposition

Photo by Hailey Kean on Unsplash

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T E A C H I N G

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C O N S U L T A N C Y a n d S P E A K I N G

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R E S E A R C H

+31 6 26 556 572

h.robben@nyenrode.nl

@henryrobben

Henry Robben

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Big Hairy Audacious Goal for 2030:

rare diseases are treatable diseases

Photo by howling red on Unsplash

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Dr. Paul Janssen

“Als je een ziekte hebt, dan

kun je het best hopen dat het

een populaire ziekte is”.

@henryrobben

marketing strategy

Patient

Focus

System

Focus

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Sustainable

Business Based

On Customer Choice

@henryrobben

marketing strategy

How To Build a Winning Value PropositionThe Job To Be Done

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Customer Value Proposition

A symbiotic bundle of competitive advantages

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“an economic community

supported

by a foundation of interacting

organizations and individuals—

the organisms of the business

world”Business Ecosystem

Moore 1996

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Business Ecosystem Health

Productivity

the ability to transform inputs into

outputs, e.g., QALY

Robustness

persist when times are tough, e.g., anti-

vac

Niche creation

enable ‘meaningful diversity’, e.g., rapid

innovation

VALUE BLUEPRINTS

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Ecosystems in healthcare

PATIENT

family &

friends

primary

care

medical care

institutions

research &

educationgovernment

pharma &

medical

industry

insurance

companies

Moenaert 2019Photo by Arvin Chingcuangco on Unsplash

YOUROFFERING

ENDCUSTOMER

Supplier 2

Supplier 3

Supplier toComplementor 1

Supplier toComplementor 1

Complementor 1

Intermediary

Complementor 2

Supplier 1

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Supplier 2

Supplier 3

Supplier toComplementor 1

Supplier toComplementor 1

Complementor 1

YOUROFFERING

Intermediary

Complementor 2

ENDCUSTOMER

Supplier 1

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EndCustomer

Other Components

Sony DRM

Retailers

E-ink Screen

next step: sony reader value blueprint at launch

‘as an e-book reader, Sony’s device was commendable;

as an e-book solution, it was a flailing effort’

Adner R. (in: the wide lens)

Authors PublishersSony

Connect.com

Connectivity:PC to Reader

transfer viaUSB cable

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Supplier 2

Supplier 3

Supplier toComplementor 1

Supplier toComplementor 1

Complementor 1

YOUROFFERING

Intermediary

Complementor 2

ENDCUSTOMER

Supplier 1

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Wow

Performance

Hygiene

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What is the Health Ecosystem of Tomorrow?

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This is food for thought.

What are you going to do

tomorrow if you want to get

to your BHAG in 2030?

Thank you for your attention.

Photo by Caju Gomes on Unsplash