Tarjetas de Adquisición de Datos (DAQ) 52

To be beneficial for the society, the user, the organization and the ecosystem, the innovation should address different levels of value. To really tackle the problem in the case of the Trefhoek, to become more self-sufficient as a consequence of governmental decisions, requires a change in behavior and a change in thinking, a so called transformational innovation. ‘Changing behavior is much more likely

to happen if people recognize the need for change, because it is a pleasurable experience, or because it is fun to do so’ (den Ouden, 2012, p. 61). It is important to notice that ‘meaningful innovations combine the creation of value at all four levels’ (den Ouden, 2012, p. 61). In the next section is discussed how new value propositions can be defined in order to create value for all four levels with the use of the Value Framework. First is shortly focused on the concept of value proposition.

To return to the nine building blocks of Osterwalder a ‘Value proposition is the bundle of products and services that create value for a specific Customer segment’ (Osterwalder & Pigneur, 2010, p. 22). ‘A value proposition is the reason why customers prefer one company over another: it solves a problem or satisfies a need’ (Osterwalder & Pigneur, 2010, p. 22). A value proposition describes the total of benefits which a company can offer to a customer. Den Ouden (2012) refers in her book to Johnson et al. (2012) who define a value proposition as ‘clear, simple statement of the tangible and intangible benefits of a new solution, together with an approximate price’ (den Ouden, 2012, p. 62). The benefits for the customer should be increased or the sacrifices should be reduced by the value proposition. Besides that the value proposition should take the own competences and resources of the organization into account and should describe how they can create competitive advantage. ‘The key dimensions of customer value to be addressed in the value proposition are: economic (price); functional (solutions); emotional (experience); and symbolic (meaning)’ (den Ouden, 2012, p. 62). As stated before the case of the Trefhoek requires a transformational innovation. These types of innovations are different from regular products and service, because there are often a combination of related products and services and they are likely to create value for the long term. ‘The value proposition for a transformational innovation therefore should be crafted as an exchange of value that is described in terms of perceived benefits or reduced costs, shows clearly to whom that value should flow and how, is delivered over a time frame longer than a single transaction, is often co- created through interaction between two or more parties, and is broadly congruent with the relationship objectives set for a particular market’ (den Ouden, 2012, p. 62). In the following is described how value can be delivered by transformational innovations per level.

New value propositions for the User

‘The core of transformational innovations is how users change their behavior to improve the quality of their lives’ (den Ouden, 2012, p. 66). When people have to make sacrifices, they are not likely to change their behavior, but when a pleasurable experience is offered, they will. ‘New value propositions will need to offer a pleasurable experience for the user, which seduces him or her to change behavior and keep on using the product or service to contribute to an increased quality of life‘ (den Ouden, 2012, p. 74). Solutions should offer value for money to the user, so users can justify their purchase and extended use, they should contribute to personal happiness, by fulfilling personal dreams, they should enable the users to belong to a group and they should enable the user to reduce their ecological footprint for a livable planet. As one may notice, those are the four elements per view of the value framework at the user level: value for money, happiness, belonging and eco- footprint.

New value propositions for the Organization

Organizations get new business opportunities by transformational innovations. Organizations who see these opportunities will take the lead by searching for solutions for these challenges. ‘It is important for an organization to find a superior value proposition: one that is clear to the users, and

provides a simple statement of the tangible and intangible benefits; one that fits with the organization’s strategy and enables the organization to provide real added value; one that provides the opportunity for a sustainable business and enables continuity of the organization’ (den Ouden, 2012, p. 75). Today’s organizations focus on innovations driven by the end-user: focusing on their unknown needs. Also social innovations, innovations for meeting a social need, create opportunities for organizations. Networking and open innovations between organizations can contribute to breakthrough innovations. It is a good development, but not easy to obtain. In order to create transformational innovations, most of the time the organization should renew itself.

‘The challenge in creating new value propositions for transformational innovations is to enable organizations to ‘do well’; new value propositions will need to provide an opportunity for sustainable value to ensure continuation of the organization’ (den Ouden, 2012, p. 81). The new value proposition should provide profit for the organization, the core values of the organization should be represented in the new value proposition, and social responsibility and eco-effectiveness should be expressed clearly in the value proposition. Profit, core values, social responsibility and eco- effectiveness are the four elements in the value framework at the level of the organization.

New value propositions for the Ecosystem

Transformational innovations mostly require a new eco-system with multiple stakeholders involved. Those new ecosystems play an important role to distribute value among the stakeholders. ‘The main objective of the ecosystem is to ensure that the value it creates for society, the users, and the organizations is sustainable’ (den Ouden, 2012, p. 83). Shared value is the connection between both societal as economic progress. Value propositions which address this shared value should be clear about the value for the different stakeholders. ‘The challenge in creating new value propositions for transformational innovations at ecosystem level is to enable ‘doing good’; New value propositions will need to allow the creation of ecosystems that can adapt to inherent changes and dynamics over a longer period of time and keep providing value for all stakeholders’ (den Ouden, 2012, p. 85). Economic stability should be provided by the value proposition; the proposition should deliver economic value to the stakeholders. Besides that the shared drivers of the most important shareholders should serve as a basis for the value proposition. ‘The value proposition should enable reciprocal relationships between the members of the ecosystem’, and at last the value proposition should also enable sustainability within the ecosystem in ecological terms (den Ouden, 2012, p. 86). One should notice the four element of the value framework at the level of the ecosystem namely, stability, shared drivers, reciprocity and sustainability.

New value propositions for the Society

‘Value propositions at societal level aim to enable social change: a transformation is needed because a lasting change needs to be anchored into the daily lives of the citizens´ (den Ouden, 2012, p. 87). Innovations at this level require individuals to change their behavior, because they have only effect when a larger group changes their behavior. ‘Achieving lasting change in large groups of users is directly linked to the core of the Value Framework: creating an engaging experience for users. The challenge is to create this experience in such a way that it appeals to large groups of people, through a business model that is scalable’ (den Ouden, 2012, p. 89). ‘The challenge in creating new value propositions for transformational innovations at societal level is to achieve a transformation; New value propositions will need to improve the quality of life for society as a whole and care for people and planet’ (den Ouden, 2012, p. 91). The new value proposition should create wealth for the society

and should also address the wellbeing of the society. This also means to enable individuals to contribute to the society and have a meaningful life. Besides that the livability of the environment should be discussed in the value framework. At the level of the society wealth, wellbeing, meaningful life and livability are the aspects of the value framework.