the role of business model in capturing value from innovation
世界各地商学院使命陈述
Planning and Quality Assurance Office世界各地知名商学院使命陈述一览Our MissionTo become a world-class school of economics and management by contributing academic knowledge that fuels the revival of the Chinese economy and cultivating business leaders for China and the world.美国1.University of Pennsylvania: Wharton(网站没有明确的显性化的使命陈述,以下内容摘录自提及使命的其它资料)Wharton is a network of communities, some inside the School, some reaching out to the business world, some as far afield as Poland and Thailand. Furthering leadership education within each of these communities is central to Wharton's mission — to impact the world through the generation and dissemination of business knowledge and sound, ethical leadership.(摘录自Advancing Leadership Education and Research /whartonfacts/leadership/)The Wharton School, from its founding and throughout its 120-year history, has had a singular educational mission: to create leaders.(摘录自A Letter From the Dean, Wharton Alumni magazine, Fall 2001 /infodocs/alum_mag/am01fal.pdf)“The Wharton School is pleased to collaborate with to disseminate the research and business knowledge created by its faculty to a larger worldwide audience,” stated Dean Harker. “Making this vital information accessible and useful to executives, scholars and students around the world is central to o ur educational mission to advance global business practice.”(摘录自/whartonfacts/news_and_events/newsreleases/2003/p_2003_1_12.html)(无Mission, Vision, Value)2.Columbia Business SchoolAdvantages: (/about/facts)Columbia Business School has been pioneering business practices and educating leaders from around the world for nearly a century. We join rigorous academic theory and real-world practice through broad engagement with the business community. In doing so, we foster in students an entrepreneurial mindset for recognizing and capturing opportunity — critical attributes for global business leaders.(无Mission, Vision, Value)第1页,共7页Planning and Quality Assurance Office 3.Graduate School of Business, Stanford UniversityMission: (/about/mission.html)Our mission is to create ideas that deepen and advance our understanding of management and with those ideas to develop innovative, principled, and insightful leaders who change the world.Strategy:We seek to attract faculty and students with high leadership potential and engage in an academically-rigorous, research-supported, mutually-responsible learning process, enhanced by uncommon levels of interdisciplinary scholarship and community engagement. Classes are conducted only on a full-time residential basis in an intimate-scale environment, and take full advantage of the assets of Stanford University and its surrounding communities. The impact of our ideas and our students extend globally in meaningful ways.Core Values:The following values are widely shared in the Stanford Graduate School of Business community and provide the context within which the School strives for excellence in achieving its goals.Believing in the power of ideas and intellect; Striving for excellence in all we do; Acting with integrity; Exhibiting compassion and respect for others; and Taking ownership of one's actions.(无Vision)4.Harvard Business SchoolMission: (/about/)We educate leaders who make a difference in the world.For nearly a century, our faculty have drawn on their passion for teaching, their experience in working with organizations worldwide, and the insights gained from their research to educate generations of leaders who have shaped the practice of business in every industry and in every country around the world.(无Vision, Value)5.Harvard CollegeMission: (/student/handbook.pdf)Harvard College adheres to the purposes for which the Charter of 1650 was granted: “The advancement of all good literature, arts, and sciences; the advancement and education of youth in all manner of good literature, arts, and sciences; and all other necessary provisions that may conduce to the education of the...youth of this country....” In brief: Harvard strives to create knowledge, to open the minds of students to that knowledge, and to enable students to take best advantage of第2页,共7页Planning and Quality Assurance Officetheir educational opportunities.To these ends, the College encourages students to respect ideas and their free expression, and to rejoice in discovery and in critical thought; to pursue excellence in a spirit of productive cooperation; and to assume responsibility for the consequences of personal actions. Harvard seeks to identify and to remove restraints on students’ full participation, so that individuals may explore their capabilities and interests and may develop their full intellectual and human potential. Education at Harvard should liberate students to explore, to create, to challenge, and to lead. The support the College provides to students is a foundation upon which self-reliance and habits of lifelong learning are built: Harvard expects that the scholarship and collegiality it fosters in its students will lead them in their later lives to advance knowledge, to promote understanding, and to serve society.(无Vision, Value)6.MIT Sloan School of ManagementMission: (/about/mission.php)To develop principled, innovative leaders who improve the world and to generate ideas that advance management practice.(无Vision, Value)7.University of Chicago Booth School of Business(网站没有明确的显性化的使命陈述,以下内容摘录自About Chicago Booth /about/index.aspx)We are the University of Chicago Booth School of Business. Since 1898, we have produced ideas and leaders that shape the world of business. Our rigorous, discipline-based approach to business education transforms our students into confident, effective, respected business leaders prepared to face the toughest challenges. (无Mission, Vision, Value)8.Leonard N. Stern School of Business, New York UniversityMission: (/aboutstern/)● To deliver the highest quality management education to the brightest business students in a dynamic environment of mutual learning, teamwork and support● To advance the frontiers of business knowledge by fostering creative, cutting-edge research● To leverage to the maximum extent our vital connection to New York City-our home, campus, classroom, and laboratory.(无Vision, Value)9.Tuck School of Business at DartmouthPrimary Goals: (/about/strategy.html)The Tuck School has two primary goals: to offer the world's best business leadership education—mainly through the MBA program and executive education—and to第3页,共7页Planning and Quality Assurance Officehave a faculty of thought leaders.(无Mission, Vision, Value)10.Yale School of ManagementMission: (/index.shtml)The mission of the Yale School of Management is to educate leaders for business and society.(无Vision, Value)11.Kellogg School of Management, Northwestern UniversityMission: (/About.aspx)Developing global leaders who make contributions of lasting significance for the world.(无Vision, Value)12.Haas School of Business, University of California Berkeley (/haas/about.html)(无Mission, Vision, Value)英国13.London Business SchoolVision: (/theschool.html)Our Vision is to be the pre-eminent global business school.(无Mission , Value)14.Said Business School, University of Oxford (/)(无Mission, Vision, Value)ncaster University, Management SchoolMission: (/about/mission/)LUMS’ mission is to produce research outputs of world-class quality and impact, to deliver research-led educational programmes in business and management to a diverse student body and to client organisations, to engage where appropriate within international, national and regional alliances in order to enhance economic, social and individual well-being.第4页,共7页Planning and Quality Assurance Office (无Vision, Value)16.Manchester Business School(网站没有明确的显性化的使命陈述,以下内容摘录自MBS Director的寄语/aboutus/index.aspx)At MBS we’re in the business of breaking down the barriers between theory and practice, committed to empowering people with knowledge to become tomorrow’s international business elite.(无Mission, Vision, Value)法国17.INSEADMission: (http://www.insead.fr/discover_insead/who_we_are/mission_values.cfm)As an educational institution, our mission is to promote a non-dogmatic learning environment that brings together people, cultures and ideas from around the world, changing lives, and help transform organizations through management education.Through teaching, we develop responsible, thoughtful leaders and entrepreneurs who create value for their organizations and their communities.Through research, we expand the frontiers of academic thought and influence business practice.Values:Diversity as a source of learning and enrichment: We are free from any dominant culture or prevalent dogma; we are open to, and respectful of, other views; we learn through the exchange of ideas and experiences.Independence as a governance principle: We believe in intellectual freedom and are autonomous in our financial, institutional and academic planning and decision-making process.Rigour and relevance in teaching and research: We encourage diversity in research and teaching methods with no single school of thought or methodology predominating; what matters is rigour and impact on management as an academic discipline, on business practice and in the classroom.Closeness to the international business community: We partner with the international business community to explore and disseminate management knowledge; we believe in the role of business as a force for improving people’s lives.Entrepreneurial spirit: We are willing to experiment and innovate; we are ready to take risks and manage the results of our actions.(无Vision)18.HEC School of Management, Paris第5页,共7页Planning and Quality Assurance OfficePhilosophy: (http://www.hec.fr/hec/eng/about/hec_school/philosophy.html)•To be a major player in the international arena•To combine state-of-the-art research with innovative training•To train managers rather than train in management•To ensure training is in line with corporate life today(无Mission, Vision, Value)西班牙19.Iese Business SchoolMission: (/en/IESE/AboutIESE/Mission/Mission.asp)IESE Business School is committed to the development of leaders who can have a positive, deep and lasting impact on people, firms and society through professionalism, integrity and spirit of service.IESE aspires to be a world-class and truly global business school, seeking teaching excellence and research impact, with an international campus in Barcelona-Madrid, and executive programs in key countries or regions around the world, including Germany, Eastern Europe, the United States, Brazil and China. Core Values:The school’s core values are articulated in its programs and materials. They are based on the belief tha t firms are, above all, communities of people who work better in an atmosphere of trust. Those values highlight the aspiration to excellence that any professional in the business world should aim at. They include:Respect for others, Professionalism, Spirit of service, Integrity, Commitment to the common good of companies and society, Humility, Learning and listening, TeamworkIn its programs, IESE also takes a view of leadership development that is based on the following pillars:General management perspective, Human and ethical values, International character, Transformational impact, Knowledge developmentThese key values are shared among IESE faculty and staff and are instilled in IESE students through the curricula. IESE faculty members believe in the value of leading by example.(无Vision)20.Esade Business SchoolMission and identity: (http://www.esade.es/web/eng/about/aboutus/mission)ESADE's mission is to advance education and research in the areas of business management and law, by contributing to the scientific, social and humanistic第6页,共7页Planning and Quality Assurance Officepreparation of highly skilled individuals; individuals who are fully conscious of their responsibility to the development of a society which promotes individual dignity based on humanistic and Christian traditions in the context of intercultural dialogue.ESADE is and wishes to continue to be the university institution most recognized for its intellectual rigor, critical sense and academic excellence in all its activity. ESADE is and wishes to continue to be an institution profoundly rooted in its environment with a clear international and intercultural focus.ESADE is and wishes to continue to be an institution of pedagogic excellence, which strives to educate people toward becoming excellent directors, managers and responsible citizens.(无Vision, Value)新加坡21.Nanyang Business SchoolVision: (.sg/nbs_corporate/vision.asp)To educate business leaders from the region, with ASEAN, China and India as our main target, and to advance knowledge in the theory and practice of management globally.Goals:To attract the best talents from the region and to establish collaborations with top universities worldwide so as to provide our programme participants with valuable opportunities for international exposure.(无Mission, Value)瑞士22.IMDMission: (http://www.imd.ch/about/keyfacts/culture.cfm)IMD is an independent not-for-profit foundation with no financial support from government. The school serves the international corporate community, helping develop and retain the best qualified management talent for global leadership. IMD, the most international of all executive education institutions worldwide, is dedicated to being the “global meeting place.” It is one of the world’s leading graduate business schools, bringing cutting-edge, practical focus on dilemmas and pertinent research into the classroom in the shortest possible time –to support what IMD calls “Real World. Real Learning.”(无Vision, Value)第7页,共7页。
allocation
2 Resource allocation model
In this paper, an aircrew scheduling example is used to discuss the proposed model. The planners involved in aircrew scheduling must satisfy the business rules or constraints prior to the allocation of crews to ights. Some of this domain knowledge can be captured and represented as rules to be considered in the allocation process. Other constraints such as a last minute change to the availability of an aircrew have to be handled by the planners online as part of the interactive scheduling system. The model proposed here is shown in Figure 1 in which the component marked resource allocation jobs (RAJ) includes all the resources and job objects to describe all the entities related to the aircrew problem. A crew allocation task takes into consideration, resources such as ights, aircrafts, crew members and arrives at a duty for a crew member which is made up of a number of ights . The main feature of the model lies in its ability to treat business rules in a logical and systematic manner so that these rules can also be included as part of the reuse strategy in the incremental evolution of software. In this model, the constraints that may be satis ed by the resources and task objects involved in resource allocation job are considered at the following two levels: static type de nition and context related information. The rst level of constraints have been speci ed (where required) in the resource object's (static) type de nition as part of its class de nition. This constraint must be satis ed by an object when its behaviourial action(s) are invoked and is speci ed as assertions in Ei el Meyer 1988, Meyer 1992]. The business rules represent the second level of constraints that have to be satis ed by the RAJ objects and have been included as a wrapper layer of rules around those objects as shown in Figure 1. The RAJ object participates in the second level of constraint satisfaction by using the context information in the context header of the rules using grammar (RUG) object. The context header in the business rules represents the role played by the resource object. This second level of constraint is used to activate only those rules which match the active resource rule object and integrates the business rules and an application object in the resource object's constraint satisfaction. Some RAJ objects may not participate in any of these constraint satisfaction schemes, others may participate only at the rst level and yet others may have constraints to be satis ed at both levels. The actions (methods, procedures or routines) of the objects have been quali ed with these one or two levels
战略性新兴产业商业模式创新研究
战略性新兴产业商业模式创新研究在全球经济一体化和市场竞争日趋激烈的趋势下,商业模式的重要作用日益受到全社会特别是产业界的高度重视。
特别是美国苹果公司在2010年5月以2213.6亿美元的市值一举超越了微软公司,成为世界上最具价值的科技公司后,苹果公司的商业模式引起了世界的广泛关注。
苹果公司的成功,依靠的不是简单的产品和技术创新,而是卓越的商业模式。
商业模式及其创新的内涵与特征(一)商业模式及其创新的内涵Timmers(1998)对商业模式概念进行了系统定义,他认为商业模式可以作为由产品、服务和信息构成的有机系统;有的学者认为商业模式指的是价值创造、价值传递和价值实现的逻辑过程(Ghaziani,2005),它阐明的是企业如何通过价值链中的具体定位来获取利润(Chesbrough,2002);还有的学者认为商业模式是一个将技术可能性变为经济价值的启发式逻辑,强调技术和市场的连接性(Christoph,2011)。
商业模式创新是指企业价值创造基本逻辑的创新变化,即把新的商业模式引入到社会生产体系,并为客户和自身创造价值(Sosna ,2010)。
根据众多学者的研究(赵晓康,2009),本文认为商业模式创新就是在以客户为中心的基础上,准确判断客户现有和潜在的需求,据此优化组合企业的内外部资源,对企业价值分析体系要素进行发现和定义,从而建立新的价值主张模式、价值创造模式、价值传递模式和价值网络模式的综合过程。
(二)商业模式创新的特征相对于传统的技术、产品或工艺等创新,商业模式创新有其自身的一些特征:商业模式创新的出发点是为顾客创造更多的价值,而是更加注重客户的需求,从为客户创造更多的价值为出发点来设计企业的经营活动;商业模式创新是一种综合集成创新,它不仅仅限于企业某一方面单一因素的变化,而是常常涉及企业经营活动多个方面、多种要素同时发生重大的变化,表现的更加具有系统性和整体性;商业模式创新还可能开创一个全新的可赢利领域,能提高企业核心竞争力,使企业获得持续竞争优势。
记录采购过程的作文英语
记录采购过程的作文英语Title: Documenting the Procurement Process。
In the realm of business operations, the procurement process serves as a pivotal component, ensuring the seamless acquisition of goods and services necessary for organizational functioning. Documenting this process is not merely a formality but a strategic endeavor that promotes transparency, efficiency, and accountability within an organization. Through meticulous record-keeping and comprehensive documentation, companies can navigate the complexities of procurement while fostering trust among stakeholders. In this essay, we delve into the significance of documenting the procurement process and outline key steps to achieve effective documentation.First and foremost, documentation serves as a reliable archive of procurement activities, capturing essential details such as supplier information, transaction records, and contract terms. By maintaining comprehensive records,organizations can easily retrieve pertinent information when needed, facilitating informed decision-making and mitigating potential disputes. Furthermore, documentation acts as a safeguard against fraud and misconduct, providing a trail of accountability that deters unethical practices and ensures compliance with regulatory standards.Moreover, documenting the procurement process promotes transparency and visibility across organizational hierarchies. Through accessible records, stakeholders gain insight into procurement decisions, expenditure patterns, and supplier relationships, fostering trust and alignment with organizational objectives. Transparent documentation also enables effective communication between departments, facilitating collaboration and synergy in procurement initiatives.Effective documentation also plays a crucial role in enhancing efficiency and optimizing procurement workflows. By analyzing historical data and performance metrics, organizations can identify areas for improvement, streamline processes, and leverage economies of scale.Moreover, documented procurement procedures serve as valuable resources for training new personnel, ensuring consistency and adherence to best practices.To achieve effective documentation of the procurement process, organizations must implement robust systems and protocols. This includes establishing standardized templates for purchase orders, contracts, and vendor agreements, ensuring uniformity and clarity in documentation. Additionally, leveraging digital tools such as procurement management software enables real-time tracking of procurement activities, enhances data accuracy, and facilitates seamless collaboration among stakeholders.Furthermore, it is imperative to assign accountability for documentation tasks and establish clear guidelines for record-keeping practices. Designating personnel responsible for maintaining procurement records ensures diligence and accuracy in documentation efforts. Regular audits and quality checks should also be conducted to validate the integrity and completeness of procurement documentation, mitigating risks associated with errors or omissions.In conclusion, documenting the procurement process is an indispensable practice for organizations seeking to optimize efficiency, foster transparency, and uphold accountability. By maintaining comprehensive records, businesses can navigate the complexities of procurement with confidence, leveraging data-driven insights to drive strategic decision-making and enhance operational performance. Through standardized protocols, technological innovation, and a commitment to best practices, organizations can establish a culture of excellence in procurement documentation, laying the foundation for sustainable growth and success.。
业务模式调研报告
业务模式调研报告业务模式调研报告一、背景介绍:随着互联网的兴起和发展,不同类型的企业开始探索和运用新的商业模式,以满足不同的市场需求。
业务模式是指企业为实现利润最大化而制定的战略规划和组织架构。
在当今竞争激烈的市场环境下,了解和研究不同企业的业务模式,可以帮助企业更好地把握市场机会,提高竞争力。
二、调研目的:本调研报告旨在通过对几个典型企业业务模式的分析,探讨不同业务模式的优势与不足,并为企业在制定自身业务模式时提供借鉴。
三、调研方法:本调研采用了定量与定性相结合的方法,通过对企业官方网站、新闻报道以及市场调研报告的分析,了解业务模式的构成和运作机制。
同时,对一些行业的专家和从业者进行采访,获取他们的意见和建议。
四、调研结果:1. 传统零售业务模式:传统零售业务模式主要包括线下实体店铺、供应链管理和销售渠道。
其优势在于消费者可以亲身体验商品,并且快速获得购物结果。
然而,该模式也面临着高额租金、库存管理和人员成本等问题,同时受到线上电商的竞争。
2. 电商平台业务模式:电商平台业务模式以线上商城作为销售渠道,消费者可以随时随地购买商品。
该模式的优势在于低成本、高效率和广阔的市场覆盖面。
然而,电商平台也面临着产品质量无法保证、物流配送问题以及售后服务的不足等挑战。
3. 订阅模式业务模式:订阅模式业务模式是指企业向消费者提供定期支付一定费用,享受相应的服务或商品的权益。
该模式的优势在于稳定的现金流、顾客忠诚度和预测性的需求。
然而,该模式可能面临产品或服务不符合需求、消费者流失和竞争者模仿等问题。
五、结论及建议:根据以上调研结果,我们可以得出以下结论和建议:1. 制定业务模式时,需要根据企业的实际情况选择合适的模式,发挥其优势,并寻找解决其不足之处的方法。
2. 在传统零售业务模式中,可以通过线上电商平台的引入,以及引入技术手段如AR、VR等提升消费者的购物体验。
3. 在电商平台业务模式中,需要重视产品质量、物流配送和售后服务等关键环节。
吉祥物设计的要求英语作文
吉祥物设计的要求英语作文In the realm of branding and event promotion, mascots play a pivotal role in capturing the imagination of the audience and serving as a visual embodiment of the organization's identity or the theme of the event. The process of designing a mascot involves meticulous planning and creativity, ensuring that the mascot resonates with the target audience and effectively communicates the intended message.Firstly, a mascot should be visually appealing and memorable. Its design should be unique and stand out from the crowd, capturing attention at first glance. Color choices are crucial in this aspect, as vibrant hues tend to be more eye-catching and engaging. Additionally, the mascot's shape and proportions should be well-balanced, avoiding any awkward or disproportionate features that might detract from its overall appeal.Moreover, the mascot's design should align with the organization's values or the theme of the event. For instance, if the mascot is meant to represent a sports event, it should exude energy and dynamism. On the otherhand, if it's for a children's event, the mascot should be friendly and approachable, with features that appeal to a younger audience.Another important aspect is scalability. Mascots often need to be represented in various sizes, from small promotional items to large banners or statues. Therefore,the design must be adaptable and retain its visual impact even when resized.Incorporating cultural elements or symbols thatresonate with the target audience can also enhance the mascot's appeal. This could involve incorporatingtraditional patterns, colors, or even characters that are recognizable and popular within a specific cultural context. Lastly, the mascot's personality and characteristics should be clearly defined. This involves giving the mascota unique voice, mannerisms, and perhaps even a story or background that adds depth and makes it more relatable. A mascot with a strong personality is more likely to become a favorite among the audience.In conclusion, the design of a mascot is a complex process that requires a blend of creativity, culturalsensitivity, and an understanding of the target audience.By adhering to these requirements, designers can create mascots that are not just visually appealing but also effective ambassadors for the organization or event they represent.**吉祥物设计的要求**在品牌和活动推广的领域中,吉祥物扮演着捕捉观众想象力并作为组织身份或活动主题视觉象征的重要角色。
关于宣传海报的英语作文
The Power of Promotional Posters: Bridging Cultures and Sparking InterestsIn the world of advertising and marketing, promotional posters play a pivotal role in capturing the attention of the masses and conveying a strong message. These visually appealing and often innovative designs not only grab the viewer's gaze but also leave a lasting impression, often sparking interest in the product or event being promoted. The effectiveness of promotional posters lies in their ability to bridge cultural divides and communicate universal themes and messages.The design of promotional posters is often a reflection of the culture and values of the target audience. Colors, images, and layouts are carefully chosen to resonate with the viewers and evoke specific emotions or associations. For instance, the use of vibrant colors and dynamic images may appeal to a younger audience, while more subdued hues and classic design elements might resonate with an older demographic. By catering to these varying tastes and preferences, promotional posters are able to resonate witha wide range of individuals, regardless of their cultural backgrounds.Moreover, promotional posters are excellent at simplifying complex information into digestible visuals. With just a glance, viewers are able to understand the essence of the promotion, whether it's a new product launch, a sale, or an upcoming event. This concise and clear communication is crucial in a fast-paced world where people are constantly on the go and have limited attention spans. By capturing their interest quickly, promotional posters ensure that the message is not only seen but also remembered.The integration of technology has further enhanced the impact of promotional posters. With the advent of digital media and social networking platforms, these posters cannow reach a wider audience than ever before. By sharing and liking posts on social media, individuals become active participants in the promotion, helping to spread the word even further. This viral effect not only increases brand awareness but also generates buzz and excitement around the promotion.In conclusion, promotional posters are not just simple advertisements; they are powerful tools that have the ability to capture the imagination of the masses and spark interest in products or events. By bridging cultural divides, resonating with specific audiences, simplifying complex information, and leveraging technology, these posters play a crucial role in today's advertising and marketing landscape. They are not just static displays of information; they are dynamic extensions of brands and messages, creating a powerful connection between the advertiser and the consumer.。
广告招牌英语作文
广告招牌英语作文Advertising is a vital aspect of modern business and one of the most common ways to promote products or services is through signs and billboards. These visual representations are designed to catch the eye of potential customers and convey a message about the brand or offering. Heres a detailed composition on the topic of advertising signs and their significance in the business world.Title The Impact of Advertising Signs in Modern BusinessIn the bustling landscape of commerce advertising signs stand as silent sentinels communicating the essence of a brand to the masses. These visual markers are not just mere decorations they are strategic tools that play a crucial role in the marketing mix of any business.IntroductionThe concept of advertising dates back to ancient civilizations where traders would use signs to attract customers to their stalls. Fast forward to the digital age and the role of advertising signs has evolved but their purpose remains the sameto capture attention and generate interest.The Design of Advertising SignsEffective advertising signs are the result of a careful blend of creativity and strategy. They incorporate elements such as color typography imagery and layout to create a cohesive message. The design must be simple enough to be understood at a glance yet compelling enough to leave a lasting impression.Types of Advertising Signs1. Billboards These largescale signs are typically found along highways and busy streets offering high visibility to a broad audience.2. Neon Signs Characterized by their bright glowing lights neon signs are often associated with businesses that operate during the evening and night.3. Digital Signs Utilizing LED or LCD technology digital signs offer the flexibility to change messages and display dynamic content.4. Window Displays For brickandmortar stores window displays serve as an advertisingsign showcasing products and promotions to passersby.The Role of Advertising Signs in Business1. Brand Awareness Advertising signs help in building and reinforcing brand recognition.A welldesigned sign can make a brand more memorable.2. Communication They serve as a medium to communicate special offers new products or services to the public.3. Direction For businesses located in large shopping centers or along busy streets signs also provide directional guidance to potential customers.4. Ambiance The aesthetic appeal of a sign can enhance the ambiance of a business attracting customers who appreciate the visual presentation.Strategic Placement of Advertising SignsThe effectiveness of an advertising sign is greatly influenced by its placement. Strategic locations include hightraffic areas places with a clear line of sight and positions that are visible during the time when the target audience is most active.Challenges and ConsiderationsWhile advertising signs are beneficial businesses must also navigate challenges such as local regulations competition for visibility and the environmental impact of certain materials and technologies.ConclusionAdvertising signs are more than just visual aids they are the silent salespeople of the business world. With the right design placement and message they can significantly impact a businesss reach and success. As the world continues to evolve so too will the landscape of advertising with signs becoming smarter and more integrated into our daily lives.In conclusion the art of advertising through signs is a nuanced blend of visual communication and strategic placement. It is a testament to the power of design in capturing the imagination of consumers and driving business growth.。
产品包装问题英语作文
产品包装问题英语作文Title: The Importance of Product Packaging: A Comprehensive Analysis。
In the dynamic landscape of modern business, product packaging plays a pivotal role in shaping consumer perceptions, influencing purchasing decisions, and ultimately determining the success of a product in the market. This essay aims to delve into the multifaceted aspects of product packaging, exploring its significance, functions, and the key elements that contribute to its effectiveness.First and foremost, product packaging serves as the face of a product, embodying its brand identity and conveying crucial information to consumers. It acts as a visual ambassador, instantly capturing attention and communicating the essence of the product and the values associated with its brand. Effective packaging design not only attracts potential buyers but also fosters brandrecognition and loyalty, establishing a strong emotional connection between the consumer and the product.Moreover, product packaging serves practical purposes beyond aesthetics. It serves as a protective shield, safeguarding the product from damage, contamination, and tampering during storage, transportation, and display. The choice of materials and packaging techniques is therefore critical, ensuring that the product reaches the consumer in optimal condition, enhancing satisfaction and minimizingthe risk of returns or complaints.Furthermore, product packaging serves as a powerful marketing tool, influencing consumer perceptions and purchase behavior. The design, color scheme, typography,and imagery employed in packaging design can evoke specific emotions, trigger associations, and convey messages about the product's quality, functionality, and value proposition. Whether through sleek minimalism, vibrant colors, or eco-friendly cues, packaging design has the potential to differentiate a product from its competitors and resonate with the target audience.In today's environmentally conscious society, sustainable packaging solutions have emerged as a pressing concern for both consumers and businesses. With increasing awareness of environmental issues such as plastic pollution and resource depletion, there is a growing demand for eco-friendly packaging alternatives that minimize environmental impact and promote sustainability. From recyclable materials and biodegradable packaging to minimalist designs that reduce waste, businesses are increasinglyincorporating sustainable practices into their packaging strategies to align with consumer values and enhance brand reputation.Furthermore, technological advancements have revolutionized the field of product packaging, offering innovative solutions that enhance functionality, convenience, and user experience. From smart packaging equipped with QR codes for product information to interactive packaging that engages consumers through augmented reality experiences, technology has opened up new possibilities for brands to create memorable and immersivepackaging experiences that resonate with today's digitally savvy consumers.In conclusion, product packaging is far more than just a container for a product; it is a powerful tool for brand differentiation, consumer engagement, and environmental stewardship. By investing in thoughtful and strategic packaging design, businesses can elevate their products, captivate consumers, and cultivate lasting brand loyalty. As the marketplace continues to evolve, the role of product packaging will remain indispensable in shaping consumer perceptions and driving the success of products in an increasingly competitive landscape.。
为什么创造力在商业中很重要英语作文
为什么创造力在商业中很重要英语作文【中英文实用版】Why Creativity is Essential in BusinessIn the ever-evolving landscape of commerce, creativity plays a pivotal role in differentiating a brand from the competition.It fosters innovation, which is the lifeblood of any successful enterprise.The ability to think outside the box not only attracts customers but also enhances problem-solving capabilities within the company.为什么创造力在商业中至关重要在日新月异的商业环境中,创造力对于品牌在竞争中脱颖而出起着关键作用。
它促进了创新,而创新是任何成功企业的发展源泉。
跳出思维定势的能力不仅能吸引客户,还能提高公司内部的问题解决能力。
Creativity drives marketing campaigns that stand out, capturing the attention of potential consumers in an oversaturated market.It allows businesses to craft unique value propositions that resonate with their target audience, thereby building a loyal customer base.创造力推动了与众不同的市场营销活动,在过度饱和的市场中吸引潜在消费者的注意。
它让企业能够打造与目标受众产生共鸣的独特价值主张,从而建立起忠实的客户群体。
竞选海报的英语作文
竞选海报的英语作文Title: Crafting an Effective Campaign Poster。
In the realm of political campaigns, the campaign poster holds a pivotal role in conveying messages, garnering support, and leaving a lasting impression on the electorate. Crafting an effective campaign poster requires a delicate balance of creativity, clarity, and persuasion. In this essay, we will delve into the key elements of designing a compelling campaign poster in English.First and foremost, clarity of message is paramount. The poster should succinctly communicate the candidate's platform, values, and vision for the future. This entails choosing a clear and concise slogan or tagline that encapsulates the essence of the campaign. Additionally, the use of bold, legible fonts and eye-catching graphics can help grab the attention of passersby and ensure that the message is easily comprehensible even from a distance.Moreover, visual appeal plays a crucial role in capturing the audience's attention and fostering a connection with the candidate. The choice of colors, images, and overall design aesthetic should be carefully considered to reflect the candidate's personality and resonate withthe target demographic. For instance, vibrant colors may evoke a sense of energy and optimism, while photographs depicting the candidate engaging with constituents can humanize their image and convey accessibility.Furthermore, the inclusion of key campaign promises and policy priorities can serve to bolster the candidate's credibility and reassure voters of their commitment to addressing pressing issues. Bullet points or brief paragraphs outlining specific initiatives or reforms can provide voters with a tangible sense of what the candidate hopes to achieve if elected.In addition to conveying the candidate's message, a successful campaign poster should also evoke an emotional response from viewers. Whether it's a sense of hope, inspiration, or urgency, tapping into the electorate'semotions can help forge a deeper connection and motivate them to take action, whether it be volunteering, donating,or ultimately casting their vote on election day.Another crucial aspect to consider is the strategic placement of the campaign poster. High-traffic areas suchas busy intersections, shopping centers, and public transportation hubs offer maximum visibility and exposureto potential voters. Additionally, targeting specific neighborhoods or communities where the candidate's messageis likely to resonate can help maximize the poster's impact.In conclusion, designing an effective campaign poster requires careful consideration of various factors,including clarity of message, visual appeal, emotional resonance, and strategic placement. By leveraging these elements effectively, candidates can create posters thatnot only capture the attention of voters but also inspire support and enthusiasm for their campaign.。
介绍和推销文档编排制作服务英文作文
介绍和推销文档编排制作服务英文作文English:In today's digital age, the presentation of documents plays a crucial role in conveying professionalism and capturing the attention of the audience. Our document layout and design service offers a comprehensive solution to individuals and businesses seeking to enhance the visual appeal and effectiveness of their written materials. With a team of experienced designers and layout experts, we tailor each document to align with the client's brand identity, ensuring consistency and coherence across all communication channels. From corporate reports and presentations to marketing materials and newsletters, we combine creativity with functionality to deliver visually stunning documents that resonate with the target audience. Our process begins with a thorough understanding of the client's objectives and preferences, followed by meticulous attention to detail in every aspect of the layout, typography, and graphical elements. We leverage the latest design software and techniques to create compelling visuals that elevate the overall impact of the document. Whether it's a sleek and modern design or a classic and elegant layout, we strive to exceed our clients' expectations bydelivering polished and professional documents that leave a lasting impression. Partner with us to elevate your documents from ordinary to extraordinary and stand out in today's competitive marketplace.Translated content:在当今数字化时代,文件的呈现对于传达专业形象和吸引观众的注意力至关重要。
写门面招牌的作文英语
写门面招牌的作文英语Title: The Art of Facade Signage。
In the bustling streets of cities worldwide, one cannot overlook the significance of facade signage. Theseintricate displays serve as the face of businesses, conveying messages, attracting customers, and embodying the essence of their respective brands. In this essay, we delve into the artistry and functionality of facade signage, exploring its role in shaping urban landscapes and capturing the attention of passersby.First and foremost, facade signage is a visual representation of a business's identity. It encapsulates the essence of the brand, including its values, aesthetics, and personality. Take, for example, a boutique clothing store with a sleek, minimalist facade sign adorned with elegant typography. Such signage communicatessophistication and style, instantly appealing to the target audience. Similarly, a vibrant and playful signage for achildren's toy store exudes warmth and friendliness, inviting families to explore its offerings.Beyond brand representation, facade signage plays a crucial role in attracting foot traffic and driving business growth. In a sea of competing establishments, a well-designed sign can be the difference between being noticed or overlooked. This is especially true in urban environments where consumers are bombarded with sensory stimuli. An eye-catching facade sign with bold colors, unique shapes, or innovative lighting can stop pedestrians in their tracks, prompting them to investigate further or even make impulse purchases.Moreover, facade signage serves as a wayfinding tool, guiding customers to their desired destinations. In dense city centers or sprawling shopping complexes, clear and conspicuous signage can alleviate confusion and enhance the overall customer experience. Effective signage not only indicates the presence of a business but also provides essential information such as operating hours, contact details, and directional cues. By facilitating navigation,signage contributes to customer satisfaction and loyalty.In recent years, advancements in technology have revolutionized the world of facade signage, offering new possibilities for creativity and engagement. LED displays, digital projections, and interactive elements have expanded the repertoire of design options, allowing businesses to captivate audiences in dynamic ways. Imagine a restaurant with a digital facade sign that showcases mouthwatering dishes or a retail store with a touchscreen display that enables customers to browse products and place orders from outside the premises. Such innovations not only enhance visibility but also foster deeper connections with consumers.However, amidst the excitement of technological advancements, it is essential to recognize the enduring value of traditional craftsmanship in facade signage. Hand-painted murals, carved wooden signs, and sculpted metal lettering add a touch of artistry and authenticity to storefronts, reflecting the unique character of the businesses they represent. While modern materials andtechniques offer efficiency and precision, they should not overshadow the timeless appeal of artisanal craftsmanship.In conclusion, facade signage is far more than just a decorative element of urban architecture. It serves as a powerful tool for brand communication, customer attraction, wayfinding, and artistic expression. Whether through traditional craftsmanship or cutting-edge technology, businesses leverage signage to leave a lasting impression on their audiences and carve out their place in the competitive landscape of the modern world. As cities continue to evolve and diversify, the art of facade signage remains a vibrant and integral aspect of urban culture.。
并且 翻译
并且翻译And|FurthermoreIn today's interconnected world, the importance of translation cannot be overstated. It plays a crucial role in facilitating communication and fostering understanding between different cultures and languages. The process of translation involves transposing written or spoken words from one language into another, while ensuring that the meaning and intent of the original text is accurately conveyed.Translation is vital in various aspects of our lives, including business, politics, travel, and literature. In the realm of business, businesses that operate on a global scale rely heavily on translation services to communicate with their international clients and partners. Accurate translation enables them to negotiate contracts, establish fruitful collaborations, and engage in effective marketing strategies. It helps bridge cultural differences and fosters trust and cooperation between parties from diverse backgrounds.On the political front, translation plays a pivotal role in international diplomacy. When world leaders come together for diplomatic meetings and conferences, translation services enable effective communication between delegates who speak different languages. This ensures that everyone's voice is heard and that important discussions can take place. Without translation, misunderstandings and miscommunications could lead to conflicts or missed opportunities for cooperation.In the realm of travel, translation is essential for tourists who visitcountries where the local language is different from their own. It enables them to navigate unfamiliar surroundings, seek assistance, and interact with locals. Translation apps and devices make it easier than ever for travelers to communicate in real-time, breaking down language barriers and enhancing their overall experience.In the field of literature, translation enables readers to access literary works from different cultures and enjoy stories and ideas that might otherwise be inaccessible to them. Translators have the important task of capturing the nuances, emotions, and cultural context of the original text, while ensuring that the translated version resonates with readers in the target language. Through translations, literary works can reach a wider audience, fostering cross-cultural understanding and appreciation.However, translation is not without its challenges. Language is complex, and words often have multiple meanings, nuances, and cultural connotations. Translators constantly face the dilemma of finding the right words and phrases that accurately reflect the original text. They must also consider the tone, style, and intended audience of the translation, ensuring that it is appropriate and culturally sensitive.In conclusion, translation is a vital tool that helps break down language barriers and connect people from different cultures. Its impact is felt across various sectors, including business, politics, travel, and literature. The work of translators allows for effective communication, fosters understanding, and promotes global cooperation. In an increasingly interconnected world, the importance of translation cannot be overlooked.。
基于amit价值来源模型及商业模式研究
21.Penrose ET The Theory of Growth of the Firm 1959
22.Werneffelt B A resource-based view of the firm 1984(02)
9.Magretta J Why Business Models Matter[外文期刊] 2002
10.Mahadevan B Business Models for Internet-Based e-Commerce 2000(04)
11.Chesbrough H.Rosenbloom R S The role of the business model in capturing value from
25.Amir R.Schoemaker P Strategic assets and organizational rent 1993(01)
26.Barney JB Gaining and Sustaining Competitive Advantage 1997
27.Teece D.PisanoG.Shuen A Dynanic capabilities and strategic management 1997(07)
14.Susan Lambert Making Sense of Business Models,School of Commerce,Fliders University of South Australia 2003
15.Strauss A Qualitative analysis for social scientists 1987
registeradvertisement error
Register Advertisement ErrorIntroductionRegistering an advertisement is an essential process for businesses to promote their products or services. However, errors may occur duringthis process, which can have negative consequences on the effectiveness of the advertisement campaign. In this article, we will explore common register advertisement errors and discuss how to avoid them.Common Register Advertisement Errors1. Incorrect InformationOne of the most common errors in registering advertisements is providing incorrect information. This can include misspelled words, inaccurate contact details, or wrong product descriptions. Such mistakes can lead to confusion and result in potential customers being unable to reach the business or understand the advertised product.To avoid this error, it is crucial to carefully review all the information before submitting the registration form. Double-check spellings, ensure contact details are accurate, and verify that product descriptions are clear and concise.2. Inadequate TargetingAnother common register advertisement error is inadequate targeting. Businesses often fail to define their target audience properly,resulting in advertisements being shown to individuals who have no interest or need for the product or service being promoted.To avoid this error, businesses should conduct thorough market research to identify their target audience accurately. This includes analyzing demographics, interests, and purchasing behavior. By understanding their target audience better, businesses can create more effective advertisements that resonate with potential customers.3. Poor Design and LayoutThe design and layout of an advertisement play a crucial role in capturing attention and conveying information effectively. However, manybusinesses make errors in the design process by using excessive text or cluttered visuals that confuse viewers.To prevent this error, it is important to follow design principles such as simplicity, clarity, and consistency. Use eye-catching visuals that align with your brand identity and convey your message concisely. Additionally, ensure that fonts are legible and colors are visually appealing.4. Lack of Call-to-ActionA call-to-action (CTA) is a vital component of any advertisement as it prompts viewers to take the desired action, such as making a purchase or subscribing to a newsletter. However, businesses often forget to include a clear and compelling CTA in their advertisements, resulting in missed opportunities for conversion.To avoid this error, businesses should carefully consider the desired outcome of their advertisement and craft a strong and persuasive CTA. The CTA should be prominently displayed and use action-oriented language to encourage viewers to take immediate action.5. Failure to Track PerformanceRegistering an advertisement is not the end of the process; it iscrucial to track its performance and measure its effectiveness. Many businesses make the error of not monitoring key metrics such as click-through rates, conversion rates, and return on investment.To prevent this error, businesses should utilize analytics tools to track the performance of their advertisements. By monitoring these metrics, businesses can identify what is working well and make necessary adjustments or optimizations to improve results.ConclusionRegistering an advertisement is an important step in promoting products or services. However, errors in this process can hinder the success of an advertisement campaign. By avoiding common register advertisement errors such as incorrect information, inadequate targeting, poor design and layout, lack of call-to-action, and failure to track performance, businesses can increase the effectiveness of their advertisements and achieve better results.Remember that attention to detail, thorough market research, thoughtful design choices, compelling CTAs, and continuous tracking of performance are key elements for successful advertisement registration.。
is due to后面接句子
"Is due to"是一个常用的表达方式,用于引导原因或解释一个事件发生的原因。
它常常作为一个复合连词,连接两个句子或从句,帮助构建复杂的句子结构,使表达更为准确和详细。
在使用这个结构时,需要注意语法和语境,确保表达的原因与所描述的事件或情况相符。
首先,让我们看一下如何正确使用"is due to" 结构,以及如何在后面接一个句子来进一步解释或说明原因。
**正确使用"is due to" 结构的例句:**1. The delay in the project is due to unexpected weather conditions.(项目的延迟是由于意外的天气条件。
)2. The success of the business is due to the team's hard work and dedication.(业务的成功归功于团队的努力和奉献。
)3. The decline in sales is due to changes in consumer preferences.(销售下降是由于消费者偏好的变化。
)在这些例句中,"is due to" 后面紧跟着一个名词短语或介词短语,用来解释或说明事件发生的原因。
接下来,我们将使用"is due to" 结构,并在后面接一个句子,以更详细地探讨原因。
**例句:**The increase in global temperatures is due to human activities, such as the burning of fossil fuels and deforestation. These activities release greenhouse gases into the atmosphere, contributing to the greenhouse effect and leading to a rise in temperatures worldwide.(全球温度上升是由于人类活动,如化石燃料燃烧和森林砍伐。
发盘英文范文
发盘英文范文IntroductionIn the business world, the concept of “sending out an offer” or “发盘” in Chinese plays a significant role. This term refers to the process of submitting a proposal or bid to potential clients or partners. It is a vital step in establishing business connections and securing new opportunities. This article aims to explore the importance, components, and strategies involved in crafting an effective “发盘” in the English context.The Importance of Sending Out an OfferSending out an offer is a crucial step for businesses in expanding their operations, securing new collaborations, and growing their customer base. It serves as a formal invitation to potential clients, partners, or investors to consider engaging in a business relationship. An effective offer can significantly impact the success of a business venture and establish a positive image in the market.Components of a Well-Crafted Offer1. IntroductionThe introduction of an offer plays a vital role in capturing theattention of the recipient. It should be concise, compelling, andhighlight the key aspects of the proposed collaboration or service. The introduction should clearly state the purpose of the offer and demonstrate the potential benefits to the recipient.2. Background InformationProviding relevant background information about the offering company or individuals is essential to establishing credibility. This sectionshould highlight the experience, expertise, and achievements that make the company or individuals qualified for the proposed partnership. Including testimonials or case studies can further enhance thecredibility of the offer.3. Proposed Collaboration or ServiceThe main body of the offer should outline the proposed collaboration or service in detail. It should clearly explain the scope, objectives, and deliverables of the project. Including a timeline and milestones can provide a clear understanding of the project’s duration and progress. The benefits of the proposed collaboration or service should be emphasized, showcasing how they align with the recipient’s goals and values.4. Pricing and TermsClearly stating the pricing structure and terms of the offer isessential for transparency and ensuring both parties are on the same page. This section should outline the payment terms, any additional costs, and the methods of payment accepted. It is crucial to provide a breakdown of the pricing or offer different package options to cater to different budgets and needs.5. Contact Information and Next StepsIncluding contact information at the end of the offer is crucial to facilitate further communication. This section should provide multiple ways to reach out, such as email, phone number, or website. Additionally, outlining the next steps, such as scheduling a meeting or requesting additional information, shows proactive engagement and a commitment to taking the proposal forward.Strategies for Crafting an Effective Offer1. Tailor the Offer to the RecipientUnderstanding the recipient’s needs, preferences, and goals is crucial in tailoring the offer to their specific requirements. Conducting thorough research on th e recipient’s industry, competitors, and current challenges can provide valuable insights. Personalize the offer by using the recipient’s name, referring to their specific pain points, and showcasing how the proposed collaboration or service can address those challenges.2. Highlight Unique Selling PointsIn a competitive business environment, it is essential to highlight the unique selling points of the offer. These could include specialized expertise, innovative approaches, competitive pricing, or exclusive partnerships. Clearly communicate these unique aspects to differentiate the offer from competitors and capture the recipient’s interest.3. Showcase Past SuccessesProviding examples of past successful collaborations or projects can significantly enhance the credibility and trustworthiness of the offer. Include case studies, testimonials, or success stories that showcase the value delivered to previous clients or partners. This demonstrates the track record of the offering company or individuals and instills confidence in the recipient.4. Use Clear and Persuasive LanguageThe language used in the offer should be clear, concise, and persuasive. Avoid jargon or technical terms that may confuse the recipient. Use strong and compelling language to convey the value and benefits of the proposed collaboration or service. Utilize bullet points or subheadings to break down information into easily digestible sections.ConclusionThe process of sending out an offer is crucial in the business world. Crafting a well-c rafted offer that captures the recipient’s attention, provides relevant information, and clearly outlines the proposed collaboration or service increases the chances of success. By tailoring the offer to the recipient, highlighting unique selling points, showcasing past successes, and using persuasive language, businesses can effectively navigate the process of sending out offers and create opportunities for growth and success.。
摄影捕捉生活美的英语作文
Photography is an art form that captures the beauty of life through the lens of a camera.It allows us to freeze moments in time,preserving memories and emotions that can be shared and cherished for years to come.Here are some key points to consider when writing an essay on capturing the beauty of life through photography:1.Introduction:Start by introducing the topic of photography and its significance in capturing lifes beauty.You could mention how photography has evolved over time,from the early days of film cameras to the digital age.2.The power of a single image:Discuss how a single photograph can convey a powerful message or evoke strong e examples of famous photographs,such as Migrant Mother by Dorothea Lange or The Afghan Girl by Steve McCurry,to illustrate the impact of a wellcomposed image.3.Capturing everyday moments:Explain how photography allows us to capture everyday moments that might otherwise go unnoticed.This could include candid family photos, landscapes,or even the simple beauty of everyday objects.4.The role of the photographer:Describe the importance of the photographers perspective and creativity in capturing lifes beauty.Discuss how different photographers can capture the same subject in unique ways,highlighting their individual styles and techniques.5.The importance of composition:Talk about the principles of composition in photography,such as the rule of thirds,leading lines,and framing.Explain how these techniques can enhance the beauty of an image and make it more visually appealing.6.The impact of lighting:Discuss the role of lighting in photography and how it can dramatically affect the mood and atmosphere of an e examples of different lighting conditions,such as natural light,artificial light,and backlighting,to illustrate their impact on a photograph.7.The use of color and black and white:Explore the different effects that color and black and white photography can have on an image.Discuss how color can add vibrancy and emotion to a photograph,while black and white can create a timeless,classic feel.8.The emotional connection:Explain how photography can create an emotional connection between the viewer and the subject.Discuss how certain images can evoke feelings of happiness,sadness,nostalgia,or even awe.9.The role of technology:Discuss the advancements in technology that have made photography more accessible to everyone.Mention the impact of smartphones,digital cameras,and editing software on the way we capture and share images.10.Conclusion:Summarize the main points of your essay and reiterate the importance of photography in capturing the beauty of life.You could end with a personal reflection on how photography has impacted your own life or the lives of those around you.By following these points,you can create a wellstructured and engaging essay on the topic of photography and its ability to capture the beauty of life.Remember to use specific examples and personal reflections to make your essay more relatable and impactful.。
- 1、下载文档前请自行甄别文档内容的完整性,平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益,请联系客服反馈,我们会尽快为您处理(人工客服工作时间:9:00-18:30)。
Industrial and Corporate Change,Volume11,Number3,pp.529–555The role of the business model in capturing value from innovation:evidence from Xerox Corporation’s technology spin-off companiesHenry Chesbrough and Richard S.RosenbloomThis paper explores the role of the business model in capturing value from earlystage technology. A successful business model creates a heuristic logic thatconnects technical potential with the realization of economic value.The businessmodel unlocks latent value from a technology,but its logic constrains the subsequent search for new,alternative models for other technologies later on—animplicit cognitive dimension overlooked in most discourse on the topic.We explorethe intellectual roots of the concept, offer a working definition and show how theXerox Corporation arose by employing an effective business model to com-mercialize a technology rejected by other leading companies of the day.We thenshow the long shadow that this model cast upon Xerox’s later management ofselected spin-off companies from Xerox PARC.Xerox evaluated the technicalpotential of these spin-offs through its own business model,while those spin-offsthat became successful did so through evolving business models that came to differ substantially from that of Xerox.The search and learning for an effective businessmodel in failed ventures,by contrast,were quite limited.1.IntroductionNot everything we start ends up fitting with our businesses later on.Manyof the ideas we work on here involve a paradigm shift in order to delivervalue.So sometimes we must work particularly hard to find the‘archi-tecture of the revenues.’...here at Xerox,there has been a growingappreciation for the struggle to create a value proposition for our researchoutput,and for the fact that this struggle is as valuable as inventing thetechnology itself.(John Seely Brown,Chief Scientist of the XeroxCorporation and Director of the Xerox Palo Alto Research Center1) Established firms as well as startups take technology to market through a venture 1The quotation is taken from Chesbrough(1998:1).©ICC Association2002530H.Chesbrough and R.S.Rosenbloomshaped by a specific business model,whether explicitly considered or implicitly embodied in the act of innovation.The inherent value of a technology remains latent until it is commercialized in some way.In some instances,an innovation can success-fully employ a business model already familiar to the firm.In other cases,though,such a business model will not fit the circumstances of the technological or market opportunity.In the latter cases,technology managers must expand their perspectives,to find the right business model,or‘the architecture of the revenue’,in order to capture value from that technology.Failure to do so will cause technologies to yield less value to the firm than they might otherwise.Consistent failure to do so may cause the corporation to reduce,or even withdraw from,its commitment to the creation of potential technologies in the first place(Rosenbloom and Spencer,1996).The next section develops the antecedents of the idea of the business model in business strategy,while the third section offers a working definition of the idea,and an illustration of it.In the fourth section,we describe the role of business models in several ventures designed to commercialize technologies originally developed at the Xerox Corporation’s Palo Alto Research Center(PARC).While those technologies originated under the aegis of the Xerox Corporation,most of the commercial spin-offs ultimately employed models that differed in important ways from the traditional Xerox business model.The final section of the paper presents some observations on the implications of this evidence.2.Antecedents to the business model conceptAlfred Chandler’s seminal Strategy and Structure(1962)presented the first systematic and comparative account of growth and change in the modern industrial corporation. He showed how the challenges of diversity implicit in a strategy of growth called for imaginative responses in administration of the enterprise.In his subsequent work, Chandler (1990) showed how scale and scope economies provided new growth oppor-tunities for the corporation during the second industrial revolution.2 Ansoff(1965)built upon ideas from Strategy and Structure and applied them to emerging concepts of corporate strategy.Strategy came to be seen as a conscious plan to align the firm with opportunities and threats posed by its environment.In1971 Andrews was one of the first theorists to differentiate between a business strategy and a corporate strategy.He held the former to be‘the product-market choices made by division or product line management in a diversified company’(Andrews,1987:xi). Corporate strategy was a superset of business strategy.2Chandler(1990:15)defines his research question in part as follows,‘It then becomes critical to explain how and why the institution[of the modern industrial firm]grew by adding new units—units that carried out different economic functions,operated in different geographical regions,and handled different lines of products.’Later in the volume,he includes the introduction of new products,based on internal research and technology,as part of this definition.The role of the business model in capturing value from innovation531 Like business strategy,[corporate strategy]defines products and markets—and determines the company’s course into the almost indefinite future.. ..A company will have only one corporate strategy but may incorporate intoits concept of itself several business strategies.(ibid.:xi)Thus,a firm’s current businesses influenced its choice of likely future businesses as well.While the notion of strategy was subsequently developed in a myriad of directions, one branch of its development that prefigures the argument here was research in how managers could leverage the resources of the organization beyond that organization’s current business.Early work started from a cognitive model of rational calculation and full information.Edith Penrose(1959)introduced the notion of sources of growth for the firm arising from management’s ability to manage additional businesses.Teece (1982)relaxed the assumption of full information,building a framework where a firm’s underutilized resources,combined with imperfections in the markets,conferred advantage for diversification moves.Empirical evidence has shown how a firm’s tech-nological position helped it enter nearby business areas,because experience in‘related’technologies reduced the costs of entering into adjacent areas(Teece et al.,1993; Silverman,1999).Mintzberg(1979,1994)relaxed still further the information assump-tions underlying the process of making strategy.He identified the ‘emergent’character of many successful strategies,and emphasized the importance of adaptation over teleological planning. Burgelman(1983a,b)developed a process model for how a firm can enact strategic change based on managing limited information.A later branch of the strategy literature incorporated cognitive bias into the idea of strategy.Prahalad and Bettis(1986)introduced the notion of a dominant logic:a set of heuristic rules,norms and beliefs that managers create to guide their actions.This logic usefully focuses managers’attention,as they seek new opportunities for the firm.It facilitates organizational coordination across different parts of the company.Import-antly for the present paper,the dominant logic also implicitly filters out ideas and behaviors that do not comport with the dominant logic.This selection mechan-ism works to maintain focus and internal coherence among the firm’s activities.3 Empirical examples of this path-dependent behavior can be found in autos(Abernathy et al.,1983),semiconductor equipment(Henderson and Clark,1990),disk drives (Christensen,1997)and typesetting(Tripsas,1997).The technological management literature shows that firms have great difficulty managing innovations that fall outside of their previous experience,where their earlier beliefs and practices do not apply.Authors do not agree,however,whether the roots of that difficulty lie in characteristics of the technology itself,the management processes employed to manage it,or the means used to access the surrounding resources.Some 3Prahalad and Bettis regard managers’cognition as bounded in its scope.Prahalad’s later work with Hamel around utilizing‘core competence’in designing and developing new businesses(Prahalad and Hamel,1990)effectively assumes greater rationality than his earlier work.The present paper builds upon Prahalad’s earlier assumption with Bettis of more bounded rationality of managers.532H.Chesbrough and R.S.Rosenbloomscholars conclude that firms may indeed develop the ability to manage new tech-nological opportunities effectively if they invest in integrative capabilities (Henderson, 1994),ambidextrous internal processes(Tushman and O’Reilly,1997)or comple-mentary assets(Tripsas,1997).Other scholars believe that the firm must avoid internal resource allocation processes,and manage disruptive technologies outside the main business(e.g.Christensen,1997).The present paper seeks to contribute to this literature by offering the business model as a construct that can inform these earlier perspectives.The business model provides a coherent framework that takes technological characteristics and potentials as inputs,and converts them through customers and markets into economic outputs.The business model is thus conceived as a focusing device that mediates between technology development and economic value creation.The failure of incumbent firms to manage effectively in the face of technological change can be understood as the difficulty these firms have in perceiving and then enacting new business models,when technological change requires it.4We argue that firms need to understand the cognitive role of the business model, in order to commercialize technology in ways that will allow firms to capture value from their technology investments,when opportunities presented by its technologies do not fit well with the firm’s current business model.3.The business model as a mediating construct betweentechnology and economic valueWhile the term‘business model’is often used these days,it is seldom defined explicitly.5 The rise of e-commerce,with its myriad new firms eschewing conventional ways of doing business,has thrown a spotlight on the topic,which is widely discussed by practitioners and investors,but is not yet prominent in academic discourse.A search of the World Wide Web turned up107000references to‘business model’,including the one quoted above.In contrast,in the academic literature,which remains slow to reflect new terminology from practice,a search of a database of academic journals in economics found only three citations for the phrase,none using it in the sense implied here.64Chesbrough(2001)identifies three classes of problems that incumbents have in managing technical discontinuities:(i)managing internal complexity,(ii)managing external linkages and(iii)managing institutional environmental differences.Our framework of the business model addresses the first two of these,but is silent on the third.5An exception is the following definition,offered by KMLab,Inc.,a consulting firm:‘...a Business model is a description of how your company intends to create value in the marketplace.It includes that unique combination of products,services,image,and distribution that your company carries forward. It also includes the underlying organization of people,and the operational infrastructure that they use to accomplish their work’(see /4Gwarfare.html,accessed20June2000).6The Web search was done using Google;the economics database used was Econolit.Searches were performed in May2000.The role of the business model in capturing value from innovation533 One reason why academic scholarship has not focused on the concept may be that it draws from and integrates a variety of academic and functional disciplines,gaining prominence in none.The academic applications,accordingly,are emerging in manage-ment curricula,rather than in the scholarly disciplines.7For example,the syllabus for a course called‘Managing the Digital Enterprise’,includes a section on business models that begins as follows.Business models are perhaps the most discussed and least understoodaspect of the web.There is so much talk about how the web changestraditional business models.But there is little clear-cut evidence of exactlywhat this means.In the most basic sense,a business model is the method of doing businessby which a company can sustain itself—that is,generate revenue.Thebusiness model spells out how a company makes money by specifyingwhere it is positioned in the value chain.8This is one of many depictions of the variety of business models that have proliferated on the Internet.The essence of the idea is‘how you get paid’,or‘how you make money’, with a taxonomy of alternative mechanisms.A recent academic book,Internet Business Models and Strategies,devotes a chapter to discussion of the components of a business model,which the authors define as describing‘how[the firm]plans to make money long-term using the Internet’(Afuah and Tucci,2000:ch.4,p.2).9In essence,these definitions are modern variations on Andrews’s1971 classic definition of the strategy of a business unit.They are also phrased at a high level of abstraction.We offer the following,more detailed and operational,definition: The functions of a business model are to:țarticulate the value proposition, i.e. the value created for users by the offering based on the technology;țidentify a market segment,i.e.the users to whom the technology is useful and for what purpose,and specify the revenue generation mechanism(s)for the firm;țdefine the structure of the value chain within the firm required to create and distribute the offering,and determine the complementary assets needed to support the firm’s position in this chain;țestimate the cost structure and profit potential of producing the offering,given the value proposition and value chain structure chosen;7In the mid-1990s,one of us designed and led a series of management workshops on‘The Business Model’to introduce the concept to a group of senior technology managers.The topics in that workshop included ideas and methods from strategy,finance, operations, logistics,marketing and entre-preneurship(see Buderi,1998).8This course was offered by Professor Michael Rappa at North Carolina State University at Raleigh. Quotation from /topics/models/models.html,May2000.9For another view of the business model in a similar vein in the Internet context,see Applegate(1999).534H.Chesbrough and R.S.Rosenbloomțdescribe the position of the firm within the value network linking suppliers and customers,including identification of potential complementors and competitors;țformulate the competitive strategy by which the innovating firm will gain and hold advantage over rivals.These six attributes collectively serve additional functions, namely to justify the finan-cial capital needed to realize the model and to define a path to scale up the business.The process begins with articulating a value proposition latent in the new technology.This requires a preliminary definition of what the product offering will be and in what form a customer may use it.The business model must then specify a group of customers or a market segment to whom the proposition will be appealing and from whom resources will be received.A customer can value a technology according to its ability to reduce the cost of a solution to an existing problem,or its ability to create new possibilities and solutions.Importantly,different prospective customers may desire different latent attributes of the technology.Thus, there is no single inherent value for the technology:if it subsequently were to be developed in different ways,it would likely accrue different value to its developer.Value,of course,is an economic concept,not primarily measured in physical performance attributes,but rather what a buyer will pay for a product or service.A market focus is needed to begin the process in order to know what technological attributes to target in development,how to define and configure the offering,and how to resolve the many trade-offs that arise in the course of development(e.g. cost versus performance,or weight versus power). Technical uncertainty is both a function of the technology itself(such as the maturity of the technology,and the level of scientific understanding of its characteristics and interactions),and also a function of its external market.Identification of a market is also required to define the‘architecture of the revenues’—how a customer will pay,how much to charge and how the value created will be apportioned between customers,the firm itself and its suppliers.Options here cover a wide range including outright sale,renting,charging by the transaction, advertising and subscription models,licensing,or even giving away the product and selling after-sales support and services.The Internet is an arena in which a multiplicity of payment models has arisen.Creating value is necessary,but not sufficient,for a firm to profit from its business model.Once the firm has identified the value chain needed to deliver its offering,it must then address how it will appropriate some portion of that value for itself.One mechanism for capturing some of this value is the use of complementary assets(T eece, 1986).Creating and appropriating value also involves third parties,both within the vertical value chain,and from the value network(Christensen and Rosenbloom,1995). The value network created around a given business shapes the role that suppliers, customers and third parties play in influencing the value captured from commer-cialization of an innovation.The value network increases the supply of complementary goods on the supply side,and can increase the network effects among consumers on theThe role of the business model in capturing value from innovation535 demand side.Positive alignment with the value network can leverage the value of a technology.Failure to align with a value network can dissipate potential value.Having some sense of what the market will bear helps to inform what cost structure is indicated, indeed mandated, by the value proposition. The choice of a market and a value proposition also supplies the heuristic logic required to translate between the domains.In any market of reasonable size,there will probably be many technical alternatives,target markets and prospective competitors.Few development programs can afford the expense and time required to go beyond what is absolutely necessary to serve the intended market.Targeting a specific market with a clear value proposition informs choices of what must be done and what can be omitted in the technical domain.This gives scientists and engineers signals on where to focus their activities. This focus is crucial for on-time delivery and achieving competitive cost structures.This preliminary sense of price and cost yields target margins.Target margins provide the justification for the real and financial assets required to realize the value proposition.The margins and assets together establish the threshold for financial scalability of the technology into a viable business:in order for the business to attract sufficient capital for growth,it must offer investors the credible prospect of an attractive return on the assets required to create and expand the model.3.1Differences between the business model and strategyOur concept of the business model differs from the focus of strategy in at least three ways.Firstly,the business model starts by creating value for the customer,and constructs the model around delivering that value.There is some attention to capturing a portion of the value created,but the emphasis upon value capture and sustainability is much stronger in the realm of strategy.There,the competitive threats to returns posed by current and potential entrants take center stage,whereas these are less central in the business model.A second difference lies in the creation of value for the business,versus creation of value for the shareholder.Oftentimes,the financial dimensions of a business are left out of the business model.The model is assumed to be financed out of internal corporate resources,so that financing issues do not figure prominently in the business model;or the model of a startup is to be financed through early stage venture capital.Clearly, though,the ability to translate value in the business into value for the shareholder requires the incorporation of the financial domain to the construct we offer here.A final difference, which we will explain below,lies in the assumptions made about the state of knowledge held by the firm,its customers and third parties.The business model construct consciously assumes that this knowledge is cognitively limited,and biased by the earlier success of the firm.Strategy generally requires careful,analytic calculation and choice,which assumes that there is a great deal of reliable information available.It similarly assumes that any cognitive limitations on the part of the firm are of limited importance.While this may be appropriate generally,we think this assump-tion is not met in the commercialization of early stage technologies,particularly whenThe business model mediates between the technical and economic domains. commercialization occurs within an established company with a previously successful business model.he cognitive implications of the business modelCognitively,the business model maps from the technical domain of inputs economic domain of outputs,as depicted in Figure1.The cognitively challenging of defining the business model for technology managers is that it requires physical domain to an economic domain in the face of great technical and uncertainty.Because of the richness and complexity of each domain,companies specialize personnel to focus within each domain.10Constructing business models in environments characterized by high complexity ambiguity has much in common with Weick’s (1993:636)notion of sensemaking:‘Sensemaking is about contextual rationality.It is built out of vague questions, answers,and negotiated agreements that attempt to reduce confusion.’We think process is closely related to Prahalad and Bettis’s(1986)notion of a dominantthat logic is intended to reduce ambiguity and make sense of complexThe role of the business model in capturing value from innovation537 Consider the original Xerox copier,the Model914.11It was not obvious a priori to Haloid(the original name of what would become the Xerox Corporation)what would be the best economic use of the powerful capabilities inherent in the technology of electrophotography.Joe Wilson,Haloid’s president,saw the potential for massive revenues in office copying,for which the desk-sized914copier was designed.At that time copies were made for business use either by‘wet’photographic methods or by low-quality,dry thermal processes.Prevailing business models for each process involved charging for the equipment at a modest markup over cost,and charging separately for supplies and consumables,usually at a much higher markup over cost—a ‘razor and razor blade’business model.Both copier technologies required special paper and supplies,creating an aftermarket revenue stream for vendors.Typical office machines sold for$300;the average machine in use produced15–20copies per day and 90%were used for fewer than100copies per day.The914copier produced high-quality images on plain paper,but the manufacturing cost of the machine was estimated at $2000.Its variable costs per copy were roughly on a par with earlier methods.This created a problem for commercialization of the technology.Its manufacturing costs were much higher,while the costs of its supplies were on a par with earlier technologies.How could this new technology penetrate the market,given these economics?Haloid sought to find a strong marketing partner for the914,but was rebuffed by Kodak,General Electric and IBM.The latter rejected the914after a careful and highly professional market analysis by Arthur D.Little and Co.(ADL),a respected firm.As they evaluated the technology for IBM,ADL could not conceive a successful business model, in part because they could not identify a salient value proposition. As they reported:[Because]the Model914...has considerable versatility,it has beenextremely difficult to identify particular applications for which it isunusually well suited in comparison with other available equipment...perhaps the very lack of a specific purpose or purposes is the model914’sgreatest single weakness.(Arthur D.Little,Inc.,1959:42)ADL analysts essentially assumed the914would be offered within the business model then extant in the office copy machine industry—which charged customers the full price of the initial equipment and charged them again for supplies as needed. Skeptical that customers would invest thousands of dollars to acquire a copier(which was only used to make a few hundred copies a month in those days),they concluded:‘Although it may be admirably suited for a few specialized copying applications,the Model914has no future in the office-copying-equipment market.’While in hindsight one may dismiss the ADL study as perhaps myopic,recall that Kodak and GE had independently come to the same conclusion.On26September1959,Haloid brought the914to market by itself,surmounting the11The following account of the Model914innovation is based on McColough(1984),Gundlach (1988),Kennedy(1989)and Pell(1998).538H.Chesbrough and R.S.Rosenbloomobstacles of its high equipment cost by using an innovative business model.Instead of selling the equipment,Haloid offered customers a lease.A customer needed only to pay $95per month to lease the machine,promising to pay4¢per copy beyond the first2000 copies each month.Haloid(soon to be renamed Xerox)would provide all required service and support,and the lease could be cancelled on only15days notice.This was an attractive value proposition for customers. This business model imposed most of the risk on the tiny Haloid Corporation:customers were only com-mitted to the monthly lease payment,and did not pay anything more unless the quality and convenience of the914led them to make more than2000copies per month (Kearns and Nadler,1992:34).Only if the914were to lead to greatly increased volumes of copying would this business model pay off for Haloid.Haloid’s model essentially acknowledged that the ADL analysis was right,but was incomplete.Joe Wilson bet that there was greater potential value latent in electrophotography technology than ADL had judged,but that its realization required a different business model from the ‘razor and razor blade’approach of the day.It proved to be a smart bet.Once installed,the appeal of the machine was intense; users averaged2000copies per day(not per month),generating revenues far beyond even Joe Wilson’s most optimistic expectations.The business model established for the914copier powered compound growth at an astonishing41%rate for a dozen years,turning the$30m.Haloid Corporation into a global enterprise with$2.5bn in revenues by1972. This was an early demonstration of a proposition now more widely recognized:that technologies that make little or no business sense in a traditional business model may yield great value when brought to market with a different model.The huge success of the914business model—which generated more revenues when more copies were made—established the dominant logic for Xerox’s copier business, imposing a certain cognitive bias in future years.This logic motivated Xerox to develop ever-faster machines that could handle very high copy volumes,with maximum machine uptime and availability,and,in turn,discouraged development of low-speed copiers.As a later Xerox CEO observed:‘...our profits came from how many copies were made on those machines.If a copier was slow in generating copies,that was money plucked out of our pocket’ (Kearns and Nadler,1992:88).Meanwhile,Xerox’s monopoly of plain-paper copying technology ended,as an action brought by the Federal Trade Commission forced the company to accept a consent decree requiring it to license its patents and to offer machines for sale,as well as on lease.Kodak and IBM entered the high end of the market.At the same time,a host of Japanese manufacturers entered the low end—where Xerox was weak—employing different product configur-ations,pricing strategies and distribution channels,i.e.a different business model.Xerox’s business model as of the late1970s is summarized in Table1according to the attributes described above.It targeted its products and sales efforts to major corporate customers and government organizations.Its value proposition was‘high quality copies in high volume,at a low monthly lease rate’.Xerox organized its value chain to deliver completely configured copier systems sold through its own direct sales。