expanding business - dea rasmussen.pdf · strategy is about combining activities.” “…...
TRANSCRIPT
“Trade-offs are essential to strategy. They create the need for choice and purposefully limit what a company offers”
Michael E. Porter
“While operational effectiveness is about achieving excellence in individual activities, or functions, strategy is about combining activities.”
“… competitive advantage comes from the way its activities fit and reinforce one another.”
“Strategic Fitt”
“Strategic Fitt”
“First-order fit is simple consistencybetween each activity (function) and the overall strategy.”
Product Relation Identity
Strategy
- a coherent and ”natural” connection
“Second-order fit occurs when activities are reinforcing each other.”
“Strategic Fitt”
Product Relation Identity
Strategy
- pulling in the same direction
Jørgen RasmussenArkitektskolen Aarhus
Product
Experience
System
Service
Department Several departments The Organisationen
Subcontracter
The Product developer
The Innovativ
The branted Company
Strategy
Company use of design
The learning Company
Dilemma?Low price product
Low status product
Low technology product
Few parameters for competition
High price country
Case – DOLLE A/S(The VIC Project)
Informing Strategy
Case – Dolle A/S
Interviewing users
Visiting users
• End user
• Distributor
• Retailer
• Service engineer
Case – Dolle A/S
Going through collected material at Dolle. Preparing for the user workshop.
Participants, themes, format.
Involve employees
Koncekvens:
•Adressing new costemer segments
•Focus on knowlege
•New products
•New channels
•New partners
•Etc.
Case – Dolle A/S
”From attic ladders” - to
”Access to Space!”
USA!?
Early table 'Loevet' (1956) of Swedish modern style home furnishing company IKEA.
Design? (Mixing with business??)
A modest start ”Peters Chair” 1944.Hans J. Wegner (while employed at Arne Jacobsens design studio). Sold at FDB at 11-12 DKr.
Forenede - UnitedDanske - DanishBrugsforeninger - Grocery stores
Design? (Mixing with business??)