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SUMMARY:From Product to Service Categories: new business models in publish
 ing - Anna Viljakainen
DTSTART:20140224T100000Z
DTEND:20140224T104500Z
UID:TALK51179@talks.cam.ac.uk
CONTACT:Louise Rowland
DESCRIPTION:Anna Viljakainen from Cambridge Service Alliance is going to i
 ntroduce her recent research work in service business model analysis in ma
 gazine publication industry.\n\n"The issue of how customer value is turned
  into profitable business is becoming increasingly important when companie
 s adopt new service-based business models. When moving the focus from maki
 ng goods or services to assisting customers in their value creation proces
 ses\, the managerial opportunities to influence value co-creation becomes 
 to the fore. \nBusiness models may be used as static blueprints describing
  how organizations function and generate revenue\, or alternatively as too
 ls to address a transformation or change in a firm or in an industry. Anna
  Viljakainen and Prof. Marja Toivonen address the latter perspective: \nwh
 at kind of changes are going on in the magazine publishing business as the
  result of the adoption of service logic. Traditionally the widely-adopted
  business model frameworks have lacked the attributes that are characteris
 tic of a service logic. Their aim has been to modify the well-known and we
 ll-articulated business model canvas by Osterwalder and Pigneur (2010) int
 o the world of services and offer a managerial tool for making the transfe
 r towards a service-based thinking. In effect\, they argue that the differ
 ent building blocks of a business model change dramatically when service-l
 ogic is applied instead of goods-based logic. \nFor example\, instead of t
 alking about target customers\, the service company should be getting into
  the context of its customers and partners. Similarly\, instead of managin
 g our infrastructure\, it should focus on mobilising and integrating resou
 rces within its networks. As such\, a service-based business model highlig
 hts the importance of the understanding of customer context and the foster
 ing of collaborative interaction with customers\, as well as the value of 
 a firm’s  internal and external resources. They have used magazine publi
 shing as a case context to illustrate the implementation of a service-base
 d business model in an industry\, and they hope this will give audiences s
 ome ideas where to focus when entering the service business."\n\nAnna vilj
 akainen is a visiting researcher in the Cambridge Service Alliance from He
 lsinki\, Finland. "I have been working at VTT Technical Research Centre of
  Finland as a research scientists since 2008 focusing on the on-going serv
 itization of the media industry\, and it’s implication on business model
  innovation and the future of media\, especially printed media. Before joi
 ning VTT I worked within the media sector in sales and research functions.
  I have also worked in a market-research company serving the Finnish media
  sector. I have graduated from Helsinki School of Economics (M.Sc. Econ.) 
 in 2003\, and currently I'm a (part-time) doctoral candidate at Aalto Scho
 ol of Science and Technology (PhD Tech.)\, Department of Industrial Engine
 ering and Management."\n\n
LOCATION:Seminar Room 2\, IfM\, 17 Charles Babbage Road\, Cambridge CB3 0F
 S
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