Download der Vortragsunterlangen von Jürgen H. Daum
Download der Vortragsunterlangen von Jürgen H. Daum
Download der Vortragsunterlangen von Jürgen H. Daum
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Develop new decision making capabilities:<br />
required are new performance models<br />
Example: R&D / Product Innovation<br />
Input<br />
R&D<br />
expenditures<br />
subject. customer<br />
value (of the product)<br />
Reconfigure<br />
R&D process /<br />
built new<br />
capabilities<br />
What are<br />
our major<br />
assets?<br />
R&D Process<br />
/Project<br />
Management<br />
Buyer‘s View<br />
Brand/<br />
Lifestyle<br />
Image<br />
Taste<br />
‚Functionalitly‘<br />
Raw Material<br />
Quality<br />
Financial<br />
Capital<br />
The challenge:<br />
Price<br />
R&D Performance<br />
Model<br />
Taste<br />
Convenience<br />
Healthiness<br />
Output:<br />
Cust. Value<br />
+ Attraction<br />
The solution:<br />
Value<br />
Added<br />
Revenue<br />
Raw material quality<br />
Cost / Input Resources<br />
R&D Process<br />
Seller‘s View<br />
Distribtn.<br />
Marketing<br />
Product<br />
Costs<br />
others<br />
Invent Implemt Market<br />
Brand<br />
lifestyle image<br />
Intelectual Capital Perspective<br />
Phys.<br />
Assets<br />
Supplier<br />
Relations<br />
Structural<br />
Capital<br />
Value<br />
Added<br />
Outcome:<br />
Market<br />
Share<br />
Define effective<br />
KPIs<br />
Human<br />
Capital<br />
How do<br />
they<br />
interact?<br />
Example: Marketing / Advertisement<br />
Input<br />
Marketing<br />
expenditures<br />
The challenge:<br />
Marketing<br />
Process<br />
Buyer‘s View<br />
Output:<br />
Perceived<br />
Cust. Value<br />
Siehe auch: <strong>Daum</strong>, J.H., Innovationsmanagement: Erfolgreiches Controlling und Management <strong>von</strong> Innovation, in: Der Controlling Berater, Heft 1 / 2007, S. 19-58<br />
http://www.iioe.eu/fileadmin/files/publications/d_CB_Controlling_Innovation_J_<strong>Daum</strong>_d_CB.pdf<br />
© <strong>Jürgen</strong> H. <strong>Daum</strong> 2007, Vortrag bei <strong>der</strong> CIB 2007, Berlin, 8.9.2007 - 25<br />
Brand/<br />
Lifestyle<br />
Image<br />
Taste<br />
‚Functionalitly‘<br />
Raw Material<br />
Quality<br />
Perceived Cust. Value /<br />
Realized Growth<br />
Reconfigure<br />
Mktg. process /<br />
built new<br />
capabilities<br />
What are<br />
our major<br />
assets?<br />
Financial<br />
Capital<br />
Price<br />
The solution:<br />
Value<br />
Added<br />
Revenue<br />
Mktg. Performance<br />
Model<br />
Taste<br />
Convenience<br />
Healthiness<br />
Seller‘s View<br />
Distribtn.<br />
Marketing<br />
Product<br />
Costs<br />
others<br />
Brand<br />
lifestyle image<br />
Raw material quality<br />
Advertisement / Mktg. Cost<br />
Marketing Process<br />
Segment Target Adress<br />
Intelectual Capital Perspective<br />
Phys.<br />
Assets<br />
Partner<br />
Relations<br />
Structural<br />
Capital<br />
Value<br />
Added<br />
Outcome:<br />
Vol. + Price<br />
Growth<br />
Define effective<br />
KPIs<br />
Human<br />
Capital<br />
How do<br />
they<br />
interact?
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