1. Wat is een innovatie?........................................................................................................................4
2. Wat is een Zoonotic?.........................................................................................................................4
2.1 Vijf basiskenmerken van een Zoonotic........................................................................................4
2.1 Soorten Zoonotics?......................................................................................................................4
2.1.1 Agressieve Zoonotic..............................................................................................................4
2.1.2 Zoonotics met een chill pill...................................................................................................5
2.1.3 Succesvolle Zoonotics...........................................................................................................5
2.3 Kenmerk 1: Ontstaan Zoonotic....................................................................................................6
2.3.1 Wat is een unfair advantage?...............................................................................................7
2.3.2 Wat zijn de troeven van een exponentiële groei (cheeta)?..................................................7
2.4 Kenmerk 2: een Zoonotic als een sluipende cheeta.....................................................................9
2.4.1 Theorie van de big bang disruption.......................................................................................9
2.4.2 Cake: een sluipende cheeta/sluimerende zoonotic............................................................10
2.4.3 Een Zoonotic is geen trend..................................................................................................10
2.4.4 Een Zoonotic is geen hype..................................................................................................12
2.5 Kenmerk 3: De exponentiële groei Zoonotic..............................................................................12
2.5.1 Model: Moores Law............................................................................................................12
2.5.2 De reproductiefactor..........................................................................................................13
2.6 Kenmerk 4: een Zoonotic ziet de wereld als zijn terretorium....................................................14
2.6.1 Think global, act local..........................................................................................................14
2.6.2 Er zullen meer Zoonotics opduiken.....................................................................................15
2.7 Gevaar Zoonotics.......................................................................................................................15
2.8 Samenvatting.............................................................................................................................15
3. Hoe zelf een Zoonotic worden?.......................................................................................................16
3.1 Start vanuit een unfair advantage..............................................................................................16
3.2 Zoek een Zoonotic leider............................................................................................................17
3.2.1 Soorten leiders....................................................................................................................17
3.2.2 Hoe herken je een Zoonotic leider?....................................................................................17
3.3 Omring je met een wendbaar Zoonotic team............................................................................18
3.3.1 Een divers en complementair team....................................................................................18
3.3.2 Welpen een kans + vertrouwen geven................................................................................19
3.4 Maak een Zoonoticstrategie......................................................................................................20
3.4.1 vier stappen marketingstrategie.........................................................................................20
, 3.4.2 Marktstrategie aan de hand van de luchtaballonmetafoor................................................21
3.4.3 Het volledige plan...............................................................................................................21
3.5 Denk globaal..............................................................................................................................22
4. Hoe bestrijd je een Zoonotic?..........................................................................................................23
4.1 Maak nu al werk van een influencermarketingstrategie............................................................23
4.1.1 Soorten influencers.............................................................................................................24
4.1.2 Doelen influencermarketing...............................................................................................25
4.2 Het Zoonotic afweerscenario.....................................................................................................25
4.2.1 Snel opsporen en rapporteren............................................................................................26
4.2.2 Wenbaar reageren met realtime wargames.......................................................................26
4.3 Overheidsbeleid en Zoonotics....................................................................................................26
4.3.1 Antritrustwetgeving............................................................................................................26
4.3.2 Privacywetgeving................................................................................................................27
4.3.3 Safetywetgeving..................................................................................................................27
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