social value creation: ideas and business models
TRANSCRIPT
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Social Value Creation: Ideas and Business ModelsHERA Case Study Series on Managing and Organising Small Businesses
HERAWednesday, 2 September 2015
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Imperial means Intelligent BusinessImperial College Business School 2
Today’s agenda…
1. THEORY: SOCIAL INNOVATION AND ENTERPRISE –What is innovation? What is social innovation?– Building social enterprise business models
2. PRACTICE: CASE STUDY– Introducing the case study method– Company Shop: Promoting a social dividend
3. GUEST SPEAKER / Q&A
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Imperial means Intelligent BusinessImperial College Business School 3
Today’s speakers…
Chris Corbishley (Lecturer)- PhD candidate, Imperial College Business School
- Research on emerging market entry strategies
- London Stock Exchange ELITE programme helping high growth businesses to scale up (e.g. secret sales, graze, naked wines, swoon)
Clara Widdison (Guest Speaker)- London Area Manager, Individual and Community
Impact Programme at Community Shop
- Previously Head of Membership at London-based social enterprise: The People’s Supermarket
- MA candidate in Food Policy at City University London
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Imperial means Intelligent BusinessImperial College Business School 4
Innovation vs. Social Innovation
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Imperial means Intelligent BusinessImperial College Business School 5
What is innovation?
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“Innovation consists to a substantial extent of a recombination of conceptual and physical materials that were previously in existence”
Joseph Schumpeter (Austrian Economist c.20th)
“A new way of doing things that is commercialized”
Michael Porter (Harvard Business School)
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Imperial means Intelligent BusinessImperial College Business School 7
Innovation as recombination
Product Innovation
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Product Innovation
Innovation as recombination
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Useful Inventions
Innovation as recombination
+=
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Imperial means Intelligent BusinessImperial College Business School 10
Useful Inventions
Innovation as recombination
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Benefits of Innovation
Consumers, Business and Society
For consumers and society
• New and improved goods and services
• Reduced cost of existing goods and services
• Increased private wealth and social welfare
• Longer, healthier lives
For firms
• Better chances of surviving in the market (especially during recessions)
• Higher productivity and higher profits over the long term
• Provide higher wages and better quality of employment
• Have better credit ratings and higher market values
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“Build a better mousetrap and the world will beat a path to your door”
Emerson, 1889
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A better mousetrap
Marketplace for new ideas, new inventions
• US Patent Office has issued over 4400 mousetrap patents
• Only 20 of those patents have ever made any money
• 400 people still apply for mousetrap patents each year
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A better mousetrap
Failed designs
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A better mousetrap
Modern attempts
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Problem solved
• In 1899 John Mast of Lititz, Pennsylvania filed for a patent on his now-familiar snap-trap
• It was a design winner and has remained largely unchanged since
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Invention ≠ Innovation
Try not to confuse them!
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How is social innovation different?
It is more a question of who benefits?
“process involving the innovative use and combination of resources to pursue opportunities to catalyse social change
and/or address social needs”
(Mair and Marti, 2006)
Questions the assumption that benefits are naturally accrued to society, the consumer or end user.
Apportions the share of value (from new products/services) towards previously disenfranchised members of society, thus increasing social value creation
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Social value creation at the base of the pyramid
Prahalad’s ‘Fortune at the Bottom of the Pyramid’
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Doing good whilst making profits
Prahalad’s Bottom Billion: Growth Trends
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Contextual Challenges
Barriers to social innovation
What are the challenges of doing business in impoverished and geographically dispersed settings?
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Contextual Challenges
What are the barriers to social innovation?
Access $ Multiple stakeholders
Affordability
Resource Constraints
Poor Infrastructure and Weak Institutions
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Overcoming access challenges
Project Shakti: Unleashing rural India
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Overcoming resource constraints
Rethinking the object
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Rethinking the object
Lifestraw example
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Resource Bricolage
Be cheap!
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Resource Bricolage
Affordability and simplification of design
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Lifecycle Cost Thinking
Repurposing why we do what we do…
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Business Models vs. Social Enterprise Models
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What is a business model?
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(Osterwalder, 2008)
The business model canvas: A tool to create and analyse business models
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Three key components…
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Three building blocks…
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Applied to the lemonade stand example
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How is social enterprise different?A focus on social value creation
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Breaking down the components of ‘value’A focus on social value creation
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Case Study: Company Shop
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Introducing the case study method
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What is Company Shop?
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1) What is Company Shop’s business model? How does it contribute to social value creation?
2) Using the business model canvas, determine the following • Value proposition: What value does the business bring to its consumers and customers?
• Resources: Who are the company’s key suppliers/partners?
• Transactive structure: How does it make money and build social value?
3) Putting yourself in John and Mark’s shoes, should you focus on the economic side of the business & try to stay ‘under the radar’? OR should you invest in the social enterprise, building legitimacy as a way of increasing both economic and social value?
Break into groups of five, start reading the case, then let’s answer the following questions…
Case study questions