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CLABE INTERNATIONAL MARKETING - 3RD YEAR
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Class notes for International marketing course, clabe
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INTERNATIONAL MARKETINGVirtual reality in Fashion
VUCA
(1) Volatility
- volatile situation - unstable or unpredictable
- it does not necessarily involve complex structure, a critical lack of knowledge, or
doubt about what outcomes may result from key events
- volatility most closely represents the general definition of VUCA commonly used
in the business press: relatively unstable change
(2) Uncertainty
- describe a situation characterized by a lack of knowledge, not as to cause an
effect but rather pertaining to whether a certain event is significant enough to
constitute a meaningful cause
- you can predict what may happen if you gather adequate information
(3) Complexity
- the situation a Company might face in regard to the regulatory environments and
political climates in the many nations where this company does business is
indeed complex, but not necessarily volatile or uncertain
(4) Ambiguity
- ambiguity - situations where there is doubt about the nature of cause-and-effect
relationships
- ambiguous situation typically revolves around a wholly new product, market,
innovation, or opportunity
- ambiguous situation is more challenging because of the newness: there is little
historical precedent for determining the outcomes of certain causes or courses of
action
,At the start of every business is a NEED
ADDING VALUE
- fundamental role of resources in an organization - to add value
- The value chain identifies where the value is added in an organization and links the
process with the main functional parts of the organization
R-C=P
R = pq; C = (vc + fc)
THE GOLDEN CIRCLE: what, how, why
SECOND LESSON
,Applied business case
ECONOMIC SCENARIO:
World of Big Data, Industrial Revolution, Internet wave
→ new innovation processes, new business model, intersectoral value chain
- science and technology
- new organization
- new factor: data generated by customers, through operations
→ public policy commitment: sustainable development 2030
B2B SCENARIO:
Industrial Internet of Things → impact on value creation and business model of
vendor →
- New rules for holding competitive advantage
- Creation of new opportunities
- Need to think differently
Not anymore just a sale of product or service → more about customer experience
# Vendor and at the same time Service provider for the development of IIOT solutions (selling
package of service as never before industries could offer)
Focus on user experience as the driver for Digital Servitization
Need for Digital Transformation Projects and Competencies
Significant funds at disposal as never before (recovery plan)
VISION:
Be the reference and the main interpreter for a continuous and sustainable innovation (2019)
Applied: apply the most advanced technologies to the market of industrial processes, offer
radically innovative solutions
- need in a market of supplier, business partner
MISSION: how i put in practice the vision
1. Application of service - training, change management, corporate organization
2. Radical change of companies
3. Scouting and application of know-how
4. Strong connection with territory to create ecosystem and community
MANIFESTO: set of principles, values - communicate and promote outside and inside
1. Identity - who we are
2. Social networking
3. Sustainability
4. Giving back
, 5. Development and promotion
6. Training and transformation
7. Digital transformation
8. Model replicability
BUSINESS MODEL CANVAS:
OPEN INNOVATION PRINCIPLES:
Intentional use of knowledge inflows and outflows to accelerate internal innovation
Where the innovation originated is not the key point but the focus is on knowing how to connect
and apply solutions to create added value for yourself and your customers
We don’t have to originate the research to profit from it
COMPANIES OF THE GROUP APPLIED:
1. HOTMINDS
2. TALEA
3. STILE DI BOLOGNA
4. DUNBAR
5. OMEGA
6. NICEFALL
7. IN.TECH
8. CUSTOMIX - digital fashion
LESSON 3
Business
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