BUSINESS MODEL INNOVATION

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1 Institute of Technology Management University of St. Gallen CAS-HSG CERTIFICATE OF ADVANCED STUDIES BUSINESS MODEL INNOVATION THE LEADING PROGRAM FOR THE DESIGN OF INNOVATIVE BUSINESS MODELS

2 WELCOME There are many companies with excellent technological products. In particular, Europe is characterized by companies with sophisticated product innovation and process innovation ability. Why did many of these firms, that had been well known for their products for many years, suddenly lose their competitive edge? Within a short period of time strong companies such as AEG, Grundig, Nixdorf Computers, Triumph, Brockhaus, Agfa, Kodak, Quelle and Schlecker disappeared. What did they do wrong? The answer, although painful, is simple: these firms failed to adjust their business model to a changing external environment. In today s business environment the ability to develop innovative business models is an essential condition to maintain long-term competiveness. In a more and more dynamic and complex market environment it is not sufficient anymore to build on innovation mechanisms that are limited to products and processes. The innovation of business models is the key element to transform innovative products into unique customer value. However, in Europe there are still only a few companies such as Hilti, LafargeHolcim or Nestlé that have addressed this perspective and successfully innovated their business model. Most inspiring examples are still located in the Silicon Valley. Amazon, Google, Apple, all of them continuously overcome established industry borders by applying new business models. In this Business Model Innovation Certificate Program (BMI-CAS) leading experts from University of St. Gallen, Stanford University and accomplished practitioners teach you the necessary knowledge and tools to systematically innovate your business model. In four different modules, that take place on the executive campus of St. Gallen University and in the Silicon Valley as well as on site in your company, you learn how to break through the dominant industry logic and how to rapidly design innovative business model prototypes. Two well established methodologies represent a key role in doing so: The Business Model Navigator and Design Thinking. The Business Model Navigator, a concept developed in St. Gallen at the Institute of Technology Management, has successfully been applied for the creation of new business models at companies like Bosch, Hilti, SAP, ABB, Sennheiser and PWC, but also in several European startups. The concept of Design Thinking, a human-centered approach targeting the rapid design and testing of innovation prototypes is taught by one of its pioneers, Prof. Dr. Larry Leifer from Stanford University. Additionally, first-hand insights on innovation by SAP, Autodesk and Tesla gained during excursions in Silicon Valley and a Design Thinking & Leadership workshop contribute to a learning experience that is unique in executive education. Prof. Dr. Oliver Gassmann University of St. Gallen Prof. Dr. Larry Leifer Stanford University 3

3 VALUE PROPOSITION TEACHING AND APPLICATION OF OUR RESEARCH BACKED & INDUSTRY PROVEN METHODOLOGY FOR THE STRUCTURED DEVELOPMENT OF BUSINESS MODEL INNOVATION Creating best practice insights through Case Studies Company visits in Europe and in the Silicon Valley Dialogue with accomplished industry experts and academic leaders from St. Gallen, Berkeley & Stanford Providing a highly valuable network of peers and a forum for discussion Implementation and assessment of a business model innovation project in your company «BASF has been working for more than five years with the Business Model Navigator. It has led to concrete business concepts and also created a more open mindset. We applied the methodology [...] in various environments and industries Dr. Petra Bachem VP Marketing & Sales and it worked fantastically!» 4

4 A DIVERSE GROUP OF INSPIRING PEERS The program is designed for senior executives and entrepreneurs who have the experience and capability to drive business model innovation in their team, their project, their business unit or company. We are looking for participants who are responsible for Business Development Strategy and Process Management Innovation Management Our experience in existing executive programs has shown a great diversity of functions and sectors among course participants, an unique chance for exchange of business experience and perspectives that facilitates to overcome blind spots of an industry. «We applied the Business Model Navigator in a 3-day workshop format with a key customer. Apart from jointly developing a promising business model option, the common experience has also strengthened our bonds for future intensive co-operation.» Dr. Susanne Schröder Innovation Manager 5

5 PROGRAM OVERVIEW Leading experts from academia and industry, dynamic hands-on sessions and real world implementation, tailored to your individual needs. This is the broad outline of a systematic program that consists of four modules spread over a period of five intense months. On the following pages you will find more information about each module. MODULE I THE BUSINESS MODEL NAVIGATOR March 06-10, 2017 St. Gallen, Switzerland MODULE II DESIGNING BUSINESS MODELS April 03-07, 2017 Silicon Valley, USA MODULE III IMPACT & IMPLEMENTATION April 10-14, 2017 Remote at Your Company MODULE IV LEADING CHANGE June 26-30, 2017 St. Gallen, Switzerland «Working with the Business Model Navigator helped us not only to structure our internal approaches better, but drove us also to analyse and understand our competitors business models and therefore their and our position in Dr. Reiner Fageth the market space.» Management Board 6

6 THE PROGRAM JOURNEY LEARN & UNDERSTAND THE ELEMENTS OF A BUSINESS MODEL CREATE NEW BUSINESS MODEL IDEAS & SELECT THE MOST PROMISING ONES PITCH YOUR IDEAS, GET EXPERT FEEDBACK & ANTICIPATE CHALLENGES CRITICALLY REFLECT WEAKNESSES OF YOUR CURRENT BUSINESS MODEL PROTOTYPING TO TEST THE MOST CRITICAL HYPOTHESES OF THE NEW MODEL IMPLEMENT A NEW BUSINESS MODEL & BUILD A COMMUNITY OF PEERS «Product innovations alone won t be enough to ensure our company s continuing success; we want to encourage our people to turn more of their attention to new types of business models. The Business Model Navigator helps us to foster creativity and think in other dimensions.» 7 Dr. Volkmar Denner Chief Executive Officer

7 Module I The Business Model Navigator Dates: March 06-10, 2017 Location : University of St. Gallen, Switzerland OVERVIEW A dynamic start to the fundamentals of Business Model Innovation. From the very beginning we encourage you to think critically and to challenge your own established assumptions: a key element of Business Model Innovation. Case studies and group workshops supplement the Business Model Navigator that serves as the theoretical basis to understand business models, their interplay and innovation. A closer look is taken on digital transformation and the potential of IoT and Industry 4.0 for Business Model Innovation. KEY BENEFITS Systematically understand business models and their interrelations inside from theory as well as real world examples Gain sensitivity for the business model of your organization and its weaknesses Become aware of blind spots that origin from your industry perspective Learn how to use the tools of the Business Model Navigator to systematically identify potential new business models HIGHLIGHTS Away from daily business the executive campus of the University of St. Gallen opens the chance for new strategic insights on the different aspects of your current business model. Get to know the other participants, a group of inspiring personalities and exchange your experience. 8 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

8 Module II Designing Business Models Dates: April 03-07, 2017 Location: Silicon Valley, USA Hands-on design thinking sessions with one of its most accomplished pioneers Professor Dr. Larry Leifer from Stanford University. Design Thinking is a human-centered approach that integrates expertise from design, social sciences, business and engineering. It is widely used in the rapid design of prototypes and the development of business model innovations. OVERVIEW The module is being divided into seminars in which the methodological knowledge is imparted and complemented by excursions to some of the world s most innovative firms such as SAP, Autodesk and Tesla, which act as a transition phase from theoretical knowledge to real world application. By the end of the module, workshops play a key role for the development of a business model prototype that you continue to drive towards implementation in the subsequent Impact & Implementation Session. Experience the university culture and grasp the entrepreneurial spirit interacting with students and faculty members Learn to leverage principles of business model design for your own innovative ideas and get support from sophisticated experts building a business model prototype for your organization Understand and learn how to speed up the verification phase in business model projects 9 KEY BENEFITS

9 Module III Impact & Implementation Dates: Location : The time between Module II & IV is used to drive and support the implementation of the BMI Methodology in your company Remote at your company OVERVIEW An intense time of adaption & implementation. Applying the knowledge and methods learned in the previous modules, this phase is the most intensive but also a very valuable part of the program: You develop a detailed concept of your most promising business model, test the most critical assumptions and drive towards the implementation in your company. Here we support you with advice on how to address the most critical challenges occurring during the project via a virtual expert sessions. KEY BENEFITS Transfer and apply the learnings to your company and industry context Rapidly develop a business model prototype within your company and collect regular feedback Build hypotheses and check your assumptions with your peers and colleagues in your company as well as the external environment Learn managing and leading your team through your innovation challenge Identify and learn how to overcome barriers to strategic change 10 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

10 Module IV Leading Change Dates: June 26-30, 2017 Location: University of St. Gallen, Switzerland After the implementation phase in your organization it is time for reflection and addressing the human side of change. A key element of this module is the presentation of your innovation project in front of the course. Receiving feedback from our experts and other participants with diverse industry backgrounds represents an essential source for insights about further optimization of your business model. The seminar sessions of this module deal with: OVERVIEW Leading change for business innovation projects Organizational energy in innovation leadership IP Management: How to effectively leverage and protect innovation? Understand the drivers of change and apply leaders Receive useful opinions from peers and scholars about your project progression Learn how to apply the new gained knowledge and methods to continue with the implementation of your innovation project 11 KEY BENEFITS

11 COURSE LEADERS Prof. Dr. Oliver Gassmann is Professor of Technology and Innovation Management at the University of St. Gallen. He is Managing Director of the Institute of Technology Management and is head of the global field of Entrepreneurship and Innovation at the University of St. Gallen. Until 2002 he worked for Schindler, leading its Corporate Research department as VP of Technology Management. He is co-founder of the BMI-Lab which focuses on Business Model Innovation. Over a course of five years at the University of St. Gallen, Oliver and his team studied over 350 business model innovations which led to a revolutionary and practical framework of how to design new business models: The Business Model Navigator. He also co-founded the advisory group BGW and the think tank GLORAD Shanghai-St. Gallen on global innovation as well as the Entrepreneurial BMI Clinic in Berlin which incubates start-up companies in Europe s hottest startup scene. He did research at prestigious institutions like Berkeley (2007), Stanford (2012) and Harvard (2016) and is author of over 350 publications, of which several were awarded with prices like the RADMA Award (1998). In 2014 he was awarded Leading Researcher by IAMOT in Washington and nominated for the Scholarly Impact Award by the prestigious Journal of Management (2014). He advised several Fortune 500 companies and is frequent Keynote Speaker. Today he serves as a member in several academic, economic and political boards, such as a member of the International Advisory Board of the Google Research Institute for Internet & Society and Zühlke. Prof. Dr. Larry Leifer is a Professor of Mechanical Engineering in the School of Engineering at Stanford University. He joined the faculty in 1976 after serving as an assistant professor at the Swiss Federal Institute of Technology, Zurich, and 4 years at the NASA Ames Research Center s Human Information Processing laboratory. He has served as founding director of the Stanford Veterans Administration Rehabilitation Engineering R&D Center; Smart Product Design Lab; Center for Design Research (CDR); Stanford Learning Lab; and Hasso Plattner Design Thinking Research Program at Stanford. Research themes include: 1) creating collaborative engineering design environments for distributed new product innovation teams; 2) instrumenting that environment for design knowledge capture, indexing, reuse, and performance assessment; and 3) design-for-sustainable-wellbeing. His top R&D priorities include, d.swiss, human-robot teamwork experience design, and the notion of a pan-disciplinary PhD program in Design. He has been granted an honorary doctorate by the Royal Institute of Technology, Stockholm, and is an honorary fellow of the Design Society. 12 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

12 PRELIMINARY SPEAKERS OF THE PROGRAM Prof. Dr. Karolin Frankenberger is an Assistant Professor at the Institute of Technology Management of University of St. Gallen and head of the competence center Business Model Innovation. Dr. Reiner Fageth serves as CTO of CeWe Color, overseeing the company s daily operations of the technical, research and development divisions. Espen Sivertsen, is CEO of Type A Espen Sivertsen is CEO of Type A Machines. Type Machines. Type A Machines produces a complete 3Dproduces ecosystem of digital 3D ecosystem A Machines a complete design anddesign fabrication solutions.solutions. of digital and fabrication Prof. John Danner is an UC Berkeley & Princeton faculty member where he teaches MBA courses on entrepreneurship, as well as other graduate courses on business model innovation and strategies for startups. Prof. Dr. Dietmar Griechnik is Professor of Entrepreneurship and director of the Institute of Technology Management at the University of St. Gallen. Dr. Michaela Csik is co-author of The Business Model Navigator (Pearson/Financial Times) and The Business Model Navigator works as a Global Project Manager for New Business Models at LafargeHolcim. In her position, she is responsible for the group-wide set-up and implementation of Innovation methods and processes related to the design and implementation of new business models. Prof. Dr. Alexander Ilic is an Assistant Professor at the Institute of Technology Management of University of St. Gallen and the Director of the Auto-ID Labs ETH Zürich / University of St. Gallen. 13

13 The Institute of Technology Management was founded in 1989 as one of the first institutes in Europe. It operates a research program, focusing predominantly on the development of real life problems in close interaction with leading international companies. Its director, Prof. Dr. Gassmann, is one of the most cited innovation scholars worldwide. The Business Model Navigator For more than 100 years the University of St. Gallen has published by Hanser and Financial established the international reputation of the city as a center of Times Publishing has been cited knowledge and education. as a sensation by the leading German newspaper F.A.Z. and Handelsblatt Ranking: rapidly became a bestseller. No.1 among German speaking Business Schools Financial Times Ranking: No.1 among Business Schools worldwide with its Master in Strategy and International Management 14 Business Model Innovation CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

14 GENERAL INFORMATION & CONTACT OVERVIEW 15 days of attendance divided into three modules plus the opportunity for the adaption of learnings in your own business during module III. MODULE I MODULE II MODULE III MODULE IV March 06-10, 2017 April 03-07, 2017 June 26-30, 2017 St. Gallen, Switzerland Silicon Valley, USA Remote at your company St. Gallen, Switzerland WORKSHOP LOCATIONS Executive Campus, University of St. Gallen Silicon Valley, Palo Alto, Stanford PROGRAM LANGUAGE St. Gallen: German or English Silicon Valley: English PROGRAM FEES CHF including lunch, tuition fees, snacks and course material, not including travel expenses and costs for overnight stays ACCOMMODATION We will be happy to recommend you suitable accommodations close to the center and the course locations in St. Gallen as well as in Palo Alto. ECTS CREDITS 15 INTEGRABILITY The Certificate Course Business Model Innovation can be integrated into the Executive MBA of the University of St. Gallen. REGISTRATION For application please visit THOMAS MÖLLERS Program Manager Phone: thomas.moellers@unisg.ch For help and information related to this program, please do not hesitate to contact me. I am pleased to provide assistance for your individual planning. 15

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