In this course, groups of 2-3 students will work together with a business/organization to facilitate improvements or creations of new service products/deliveries. The knowledge required to develop a competitive product/delivery is the ability to know the customer better than the competitors. In addition to this, the knowledge required is not only about the existing customer but the future customer and changes in trends and customer needs. Therefore, students will conduct a systematic analysis of current customer segment/s and propose refined or new customer segment/s exhibiting a higher business potential. The suggested customer segment/s should be aligned with the current delivery or lead to a change in the delivery. The students must ensure that gaps between current deliveries and the suggested customer segment/s are operationalized and possible to close.
The literature used in the course are based on the ideas of "value proposition design" and "Blue Ocean Strategy". The assignments will be identical across all cases/businesses/organizations.
Course description for study year 2022-2023. Please note that changes may occur.