Aaltodoc publication archive (Aalto University institutional repository)
School of Business | Department of Marketing | Marketing | 2011
Thesis number: 12617
Value creation and value capture in software product business: Analyzing product development, B2B sales and software process methodologies
|Title:||Value creation and value capture in software product business: Analyzing product development, B2B sales and software process methodologies|
|Year:||2011 Language: eng|
|Department:||Department of Marketing|
|Index terms:||markkinointi; marketing; ohjelmistot; software; tuotekehitys; product development; innovaatiot; innovations; business-to-business; business-to-business; myynti; sales|
» hse_ethesis_12617.pdf size:2 MB (1912183)
|Key terms:||Product development, innovation, B2B sales, marketing, software process, agile, waterfall, dynamic capability, value creation, value capture, Stage-Gate, mainstream market.|
This study is about value creation and value capture in B2B software product business in new product development context. The goal of the study is to understand how academic and managerial new product development, B2B sales and software process methodologies fit with the value creation and value capture theory.
Research method is desk research. This study breaks new product development, B2B sales and software process methodologies in pieces and analyzes what are the principles for value creation, what actors are involved and how learning and risk are treated.
The results of this study are two-folded. Firstly the value creation and value capture and dynamic capability are relatively weak concepts to explain practical innovation work in companies. Secondly, methodologies analyzed are partially conflicting and none of them cover the full process how innovation should be understood and managed. Main issues in are how to reach dominant design and mainstream market in order to reach profits, how to arrange sales channel and how to apply software process properly.
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