1. 1 2008-09-05Kent Thorén and Matti Kaulio Group Assignment 4 2010-02-16

2. 2 2008-09-05Kent Thorén and Matti Kaulio Group Assignments F2F 1 F2F 2 F2F 3 F2F 4 F2F 5 Introduction Business Environment Adding Value Service production & Launch Making it Happened & Exams Group assign- ments: Threat From Substitutes Beta Learning (a) Beta Learning (b) Case-based Examination Inventory of competencíes 4-action framework

3. 3 2008-09-05Kent Thorén and Matti Kaulio Context BetaLearning is a new product area within an established ICT company. The product area – an e-learning package – can be sold to the customers directly, or it could be kept on BetaLearning’s servers (ASP solution). The package is offered as a service, customized for each client, based on a generic platform. The target customers for BetaLearning are global industrial companies such as: Atlas Copco AB, Volvo Truck AB, ABB AB, with a particular focus on training needs among sales forces and service engineers. Typically those companies use BetaLearning’s E-learning tool for increasing key personnel’s product knowledge when a new product is to be launched. Assignment 4 BetaLearning

4. 4 2008-09-05Kent Thorén and Matti Kaulio Challenge The challenge BetaLearning face are to identify the value this product creates for the customers and to establish corresponding price models. As the service is new to the market, no established praxis regarding price models exists, and BetaLearning knows that the initial decision they make will be very hard to change in the future. On the basis of your decisions taken in your previous exercise, Your task is to answering the following questions: In order to deliver the service suggested in the previous exercise – what would your organization do? What would partners do (specify them)? What would the customer(s) do? What is in it for each partner? How do you share the (economic) value generated with each partners? Assignment 4 BetaLearning, cont.

5. 5 2008-09-05Kent Thorén and Matti Kaulio Final report The final report should present your findings (answers to the questions) including an analysis and argumentation for your findins The length of the reports should be 4-5 pages + cover page

6. 6 2008-09-05Kent Thorén and Matti Kaulio APPENDIX Group Assignment 4

7. 7 2008-09-05Kent Thorén and Matti Kaulio Customer Value Satisfaction of Needs Customer Value = ------------------------------- Use of Resources (Time, Money, Effort) 10/12/2015

8. 8 2008-09-05Kent Thorén and Matti Kaulio Describing a Service: The Customer Interaction Process Customer/User Visibility Line Front Office Personnel Technical Infrastructure Technical Interface 8

9. 9 2008-09-05Kent Thorén and Matti Kaulio Flexibility – The Shamrock organization Customers Core personnel Temp workers Co-suppliers Core personnel: Maintain the core competence of the firm, difficult to substitute, high requirements on work and working hours, high salaries, few managers. Co-suppliers: Firms or freelancing individuals, paid by result – not time, mainly core activities Temp workers: Part-time or project employed personnel, mainly service activities, often a ”portfolio of jobs”

10. 10 2008-09-05Kent Thorén and Matti Kaulio McKinsey: Matching People and Jobs Top Executives Knowledge Workers Middle Managers Skilled Workers Less-skilled Workers Bureaucrats Complex Services Simple Services Complex Distriutio n Complex net- works Complex Produc- tion Simple Productio n Governm ent Non- profit Human capital: Who are the most crucial employees?

11. 11 2008-09-05Kent Thorén and Matti Kaulio Matching People and Jobs, cont. Top Executives Develop succession and risk- assessment plan Knowledge Workers Deploy workers to achive maximum utilization Middle Managers Link compensation to individual and group performance Skilled Workers Plan workforce size and requirements; share best- practicee Less-skilled Workers Reduce turnover cost Bureaucrats Deploy workers around annual budgetary constrains Plan Engage Develop Deploy Reward Key Requirement