CHAPTER FIVE

Marketing the Values tothe Channel Partners

Companies

ConsumersEmployees

Channel partners are Complex entities

Channel Partners

1)Collaborators

2)Cultural change agents

3)Creative partners

3 roles

1) Collaborators

Q1 : What is importantto select the fit?

Own values

Partner’s values

A : Shared values

Q 2: What is the first step?

Own values

Partner’s values

A : To understand his/her values

Study Question1. What is the relationship

between shared values and design thinking process?

2) Cultural change agents

Q : What is a role?

You Channel Partner

Consumer A

Consumer B

Consumer C

A : Distributing story

Bad example : different stories

You Channel Partner

Consumer A

Consumer B

Consumer C

NO CONSISTENT

It should be…

You Channel Partner

Consumer A

Consumer B

Consumer C

CONSISTENT

Study Question1. Does design thinking process

make story consistent?2. If so, how?

3) Creative partners

Q : What makes partnership creative?

Management

integration

Creativity

A : Managed & integrated partnership

4 stages for creative partnership

1) Single channel

2) Multi channel

3) Territory-Based channel

4) Integrated Multi channel

Study Question1. Choose any parts of

design thinking, what kind of management way makes process creative?

Summary1. Finding right channel

partners with shared values

2. Be integrate with partners to bring integrity to the stories

CHAPTER SIX

Marketing the Vision tothe Shareholders

What is VISION?

Mental model, tying mission and values to the own image of the future.

Mission

Values

Vision

What should vision embrace?

Vision

???

SustainabilityVision

Sustainability

Study Question1. Is that important to care

sustainability for design thinking? If so, why?

2. How do you care about sustainability with design thinking process?

All the stakeholdersConsumers

Employees

Channelpartners

Government

Nonprofits

Public at large

Short-term performancewith sustainability

Your Company

Company ACompany

B

Short-term

Short-term performancewith sustainability

Your Company

Company ACompany

B

Short-term

Not much difference

But…

Long-term performancewith sustainability

Your Company

Company ACompany

B

Long-term

Long-term performancewith sustainability

Your Company

Company ACompany

B

Long-term

much difference

Two definitions of sustainability

“the company in the business world”

“the environment and social well-being”

“Long-term survival of…”

Companies Society

Two definitions of sustainability

“the company in the business world”

“the environment and social well-being”

“Long-term survival of…”

Companies Society

Two developments make the synergy

1)Polarization: mature / impoverished market

High-end consumers concernabout sustainability

1)Polarization: mature / impoverished market

2)Scarce resources: The earth has a limit

High-end consumers concernabout sustainability

Managing the scarcity of resources will make a company win

Three metrics for financial standard

1. Improved cost productivity2. Higher revenue from new market

opportunities3. Higher corporate brand value

Finding linkage between sustainability,profitability and returnability

Study Question1. Does design thinking process

meet needs for profitability and sustainability?

2. If not, how do you make it happen?

Summary1. Sustainability determines

competitive advantage in the long run

2. Let shareholders know that sustainability makes brand values improve