BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//Talks.cam//talks.cam.ac.uk//
X-WR-CALNAME:Talks.cam
BEGIN:VEVENT
SUMMARY:From product to service categories: new business models in publish
 ing - Anna Viljakainen\, Cambridge Service Alliance
DTSTART:20140228T100000Z
DTEND:20140228T104500Z
UID:TALK51185@talks.cam.ac.uk
CONTACT:Yongjiang Shi
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. Business models may be used as static blueprints describing h
 ow organizations function and generate revenue\, or alternatively as tools
  to address a transformation or change in a firm or in an industry. Anna V
 iljakainen and Prof. Marja Toivonen address the latter perspective: what k
 ind of changes are going on in the magazine publishing business as the res
 ult of the adoption of service logic. Traditionally the widely-adopted bus
 iness model frameworks have lacked the attributes that are characteristic 
 of a service logic. Their aim has been to modify the well-known and well-a
 rticulated business model canvas by Osterwalder and Pigneur (2010) into th
 e world of services and offer a managerial tool for making the transfer to
 wards a service-based thinking. In effect\, they argue that the different 
 building blocks of a business model change dramatically when service-logic
  is applied instead of goods-based logic. For example\, instead of talking
  about target customers\, the service company should be getting into the c
 ontext of its customers and partners. Similarly\, instead of managing our 
 infrastructure\, it should focus on mobilising and integrating resources w
 ithin its networks. As such\, a service-based business model highlights th
 e importance of the understanding of customer context and the fostering of
  collaborative interaction with customers\, as well as the value of a firm
 ’s  internal and external resources. They have used magazine publishing 
 as a case context to illustrate the implementation of a service-based busi
 ness model in an industry\, and they hope this will give audiences some id
 eas where to focus when entering the service business."\n\nAnna viljakaine
 n is a visiting researcher in the Cambridge Service Alliance from Helsinki
 \, Finland. "I have been working at VTT Technical Research Centre of Finla
 nd as a research scientists since 2008 focusing on the on-going servitizat
 ion of the media industry\, and it’s implication on business model innov
 ation and the future of media\, especially printed media. Before joining V
 TT I worked within the media sector in sales and research functions. I hav
 e also worked in a market-research company serving the Finnish media secto
 r. I have graduated from Helsinki School of Economics (M.Sc. Econ.) in 200
 3\, and currently I'm a (part-time) doctoral candidate at Aalto School of 
 Science and Technology (PhD Tech.)\, Department of Industrial Engineering 
 and Management."
LOCATION:Seminar Room 2\, Alan Reece Building Institute for Manufacturing 
 (IfM)\, 17 Charles Babbage Road\, Cambridge CB3 0FS
END:VEVENT
END:VCALENDAR