Lecture

Value Proposition in Emerging Markets

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In course

HUM-366: Innovation and emerging markets

Le cours sensibilise les étudiant-es à l'importance des marchés émergents dans le paysage mondial de l'innovation. Il propose des outils de modélisation pour analyser des innovations produits/services dans le contexte des marchés émergents. ...

Description

This lecture explores the concept of value proposition in emerging markets, focusing on the importance of understanding customer needs and differentiating a company's offer from competitors. The instructor discusses the key elements of a good value proposition, such as aligning with customer success metrics, addressing functional, emotional, and social aspirations, and exceeding competition in at least one dimension. Students engage in group activities to define and analyze value propositions, emphasizing the significance of clarity, problem definition, and drawing conclusions. The session also covers innovative business models and case studies to apply the learned concepts.

Instructor

Marc Laperrouza

Marc is a scientist and lecturer at the Swiss Federal Institute of Technology (EPFL) and at the University of Lausanne (HEC). Marc obtained his PhD on China's telecommunication reforms from the London School of Economics. He holds a Master Degree in International Management (HEC, 1997) and an undergraduate degree in Business Management from the University of Lausanne (1993). He studied Chinese Language and Economics for two years at Fudan University, Shanghai (1993-1995) and one semester at the Richard Ivey School of Business, University of Western Ontario, Canada (1996). Marc was previously senior research associate at EPFL working on the coherence between institutional and technological governance in infrastructures (2007-2011). In a former life, he worked as a research analyst at Swiss Re and at McKinseys Business Technology Office. He served as deputy director and senior advisor to the Evian Group, a think tank based at IMD (Lausanne, Switzerland) and lectures regularly on China and emerging markets at undergraduate, graduate and executive levels. Marc contributes frequently to Swiss media. He is the Founder and President of the bonopro association and recipient of the Swiss Re Civilian Service Prize (2011).

Official source

Related concepts (32)

Competition

Competition is a rivalry where two or more parties strive for a common goal which cannot be shared: where one's gain is the other's loss (an example of which is a zero-sum game). Competition can arise between entities such as organisms, individuals, economic and social groups, etc. The rivalry can be over attainment of any exclusive goal, including recognition. Competition occurs in nature, between living organisms which co-exist in the same environment. Animals compete over water supplies, food, mates, and other biological resources.

Value proposition

In marketing, a company’s value proposition is the full mix of benefits or economic value which it promises to deliver to the current and future customers (i.e., a market segment) who will buy their products and/or services. It is part of a company's overall marketing strategy which differentiates its brand and fully positions it in the market. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services. Creating a value proposition is a part of the overall business strategy of a company.

Competition law

Competition law is the field of law that promotes or seeks to maintain market competition by regulating anti-competitive conduct by companies. Competition law is implemented through public and private enforcement. It is also known as antitrust law (or just antitrust), anti-monopoly law, and trade practices law; the act of pushing for antitrust measures or attacking monopolistic companies (known as trusts) is commonly known as trust busting. The history of competition law reaches back to the Roman Empire.

Customer service

Customer service is the assistance and advice provided by a company to those people who buy or use its products or services. Each industry requires different levels of customer service, but towards the end, the idea of a well-performed service is that of increasing revenues. The perception of success of the customer service interactions is dependent on employees "who can adjust themselves to the personality of the customer". Customer service is often practiced in a way that reflects the strategies and values of a firm.

Competition regulator

A competition regulator is the institution that oversees the functioning of markets. It identifies and corrects practices causing market impediments and distortions through competition law (also known as antitrust law). In general it is a government agency, typically a statutory authority, sometimes called an economic regulator, that regulates and enforces competition laws and may sometimes also enforce consumer protection laws. In addition to such agencies, there is often another body responsible for formulating competition policy.

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