Innovation strategy for B2B mobile apps : a value-centric approach
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- Master's theses (HH) 
Purpose: The purpose of this empirical master study is to examine how innovation strategy, emphasizing Value-centric innovation strategies, can help to enhance mobile & tablet B2B/Business app Product-Life-Cycles. Furthermore, analyzing strategical aspects and how these impact; digital value creation & digital value capturing, app B2B marketing, disruption, diffusion, high growth user adoptions and app profit and profitability. The research takes a holistic approach to bring Value-centric Innovation Strategy into the app innovation equation. Four highly cited value-centric articles and frameworks work as foundation for how to value innovate: Value Innovation (Kim and Mauborgne 1999), Value Based Innovation (Fernandes and Martins 2011), Blue-Ocean-Strategy (Kim and Mauborgne 2005a; 2005b) and Transient Advantage (McGrath 2013). Context/approach/methodology: In order to determine Value in a Value-centric Innovation strategy context, and from an entrepreneurial perspective, is a holistic literature review provided. The theories and frameworks are analyzed from a deductive and descriptive research approach, while an inductive and explorative research design approach is decided on with a fixed mixed methods design, supported with an in-depth structured web survey targeting app experts from app development and app start-up companies. Key research findings: The research conclusions propose how to create sound Value-centric innovation strategies for B2B/Business apps and the activities and strategically assessments needed to be addressed for enhanced and profitable app Product-Life-Cycles. As a result, within the research scope is also a 7 Steps Value-centric Innovation Strategy Model proposed, pursuing bridging the gap between business strategy and innovation strategy tailored to facilitate managerial operations focusing on Strategy-To-Execution that provide actionable tactics. Originality/Value: The proposed 7 steps Value-Centric Innovation Strategy Model is unique and challenge the established academic literature aiming to bridge the gaps between business strategy, product strategy and innovation strategy adaptable for app strategists. The academic implications are clear; further explorative research is suggested, and the proposed model further developed and refined. The managerial implications within app Innovation Management, app Product-Life-Cycle Management (PLM), customer experience and Customer Value Management (CVM) are profound: hyper-speed of strategically thinking and execution are increasingly important factors in order to succeed within the high-paced, highly competitive and flux app world. The importance of innovation strategy is not obsolete. While smashing designed prototypes creates curiosity and provide observability, strategy pinpoints the smartest innovation path; it is still fastest and cheapest to fail on paper.
UtgiverNorwegian University of Life Sciences, Ås
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