Agenda: 1.Definitions: -> In the last 15 years, multi-sided platforms have: iPhone -> iPhone is a platform that connect developers to users. -> Before there was digital content: simple video-games, snake… a lot of people paid a lot for aplication. Mkt was controled by “Mobile Portal”. -> Apple created a new way to develop app […]
Multisided Platforms Strategies & Business Models: Leggi tutto »
1.Brand: -> DEF: Brand is perceptual entity, rooted in reality (Holt, 2003) -> AMA DEFINITION: “A brand is a brand name, a term, a symbol, a design or a combination of these, that aims at identifying the products or services of a company, or of a group of companies and at differentiating them from those
Startup Lifecycle & Foundings: -> Before fund raising we have to determine how much money our start-up values and when rise them. In order to feed correctly our new enterprise we have to define in which stages and from whom we can rise fundings. -> INDEXES: -> Average montly cash flow (if < 0) ->
Fundings Rounds for Startups Leggi tutto »
1.Introductio, the five W: 1.What: -> DEF: document that describes in detail how a new business is going to achieve its goals. -> OBJ: 2.When: -> Business plan is not just to plan new activities, but to control the ongoing business: CUSTOMER ACQUISITION COST: how much to the company cost bring the customer in the
1.Integrated Multichannel Communication -> DEF COMMUNICATION: Tools through which the company informs, persuades, and reminds consumers – directly or indirectly – of its product and brands. Phases of Communication Process: Targets: -> Different targets required different type of communication: 1.Institutional (corporate) communication: -> Managers have to build & manage company image towards: ✦ Public ✦
1.The concept of distribution: -> DEF: set of systems which transfer information and products from a producer to a customer and vice- versa in order to conclude a commercial transaction. TRADITIONAL VIEW: The distribution is the structure that makes the product (or service) physically available for the customer. -> FUNCTIONS: -> CHAR: Basic Channels of
1.Basic Elements of Pricing: -> DEF PRICE: The amount of money charged for a product, or the sum of the values that consumers exchange for the benefits of having/using the product or service. -> Why is IMPORTANT: -> Price & Marketing Mix: A. Price as a tool of Competition B. Pricing is a process! Common
It is impossible to operationalize a concept that cannot be defined … and “the concept is synonymous with the corresponding set of operations” (Bridgman, 1927; Dewey, 1929) … so … ❓What is enterpreneurship? “The discovery and exploitation of profitable (business) opportunities” (Shane and Venkataraman, 2000 – AMR) “An Entrepreneurial Event involves the creation of a
Enterpreneursal Strategy & Startups: Leggi tutto »
1.Introduction to Marketing Mix: -> DEF MARKET MIX: marketing mix is a set of marketing levers; -> Remembering the market scheme, from Mission, Vision and Purpose we build a strategic market, that is… Operational Marketing: -> DEF: Is the translation of the marketing strategy into decisions. -> Decisions about: Market demand > Endogenous variables (marketing
IT doesn’t matter Harvard Business Review (May 2003) -> Carr’s article -> IT (ICT) cannot be a source of sustainable, long term, competitive advantage, since it is becoming more and more: … in one word a commodity. -> IT (ICT, Information & Communication Technology) is more and more essential to operations but it is
Strategic Role of IT & Digital Strategy Leggi tutto »
