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Master Thesis

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by

bob stamhuis

on 3 March 2014

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Transcript of Master Thesis

DESIGN
Research method
Increasingly being seen as essential partner to drive innovation
Healthcare
Team up to accelerate:
IDEA2MARKET
INTELLECTUAL PROPERTY AND STANDARDIZATION
Lighting
Consumer Lifestyle
Group Innovation
RESEARCH
DESIGN
INNOVATION SERVICES
Deductive
Inductive
Abductive logic
100% Validity
100% Reliability
Explorative qualitative study
DESIGN THINKING
Existing Literature
Interviews
Case Studies
Design thinking applied as research approach
BUSINESS MODEL
INNOVATION

What is Design Thinking?
It is not the outcome but the approach and process to design new products or services
Iterative process
Multidisciplinair team
People centric
What is a business model innovation?
Why a business model innovation?
Why a business model innovation?
NATURE
New
Change
Improve
Aim
Succeed
Differentiate
Compete
Type
Product
Service
Process
Technical
Business model
Create, deliver and capture value
CONCLUSION
The concepts are mutually beneficial

Apply design thinking principles to explore business model innovations
Use business models as a type of innovation to create new value for people
Business
Design
Q&A
Current level of Business model Innovation
The projects concentrate on creating new value by only focusing on the VP instead of the entire business model

A business model is seen as a resource to make the value proposition feasible instead of a type of innovation.

Recommendations
Adapt and extend Philips Design’s process & tools with a business perspective

Enrich the Philips Design’s role by facilitating business model innovations in multidisciplinary teams

Include business competencies to the core team in order to create new values through business model innovations

Utilize the recommended design thinking tools which can be applied to dedicated phases of the business model innovation process

Design thinking as research approach
Why?
Fit to the purpose of this study
Helped to author to understand design thinking
Reflection
Mainly for explorative and qualitative studies
Abductive reasoning
Further research
Apply design thinking in a business environment
Action research
Conclusion People
The design thinking approach benefits the business model innovation process
The development of the value proposition and the development of new business model scenarios are interconnected
A business creative can create awareness of the importance of business model innovations
A business creative gives new insights , options and directions to create value through business model innovations

WHY?
HOW?
Conclusion Tools
Conclusion Process
Merging the concepts of design thinking and business model innovation
Opportunities for Philips to design new business models
Subject to innovation
Full transcript