Study programme
Inspiration
The industrial economy has changed fundamentally towards an innovation economy. The first term of the programme revolves around the changing societal reality and the strategic consequences for individual companies and organisations of what is also called the creative economy. Using e.g. Appreciative Inquiry (AI) we will analyse a companys DNA and translate transaction thinking into transformation thinking. Based on experience research we set to work with the creation of new meaning.
New context: How to deal strategically with the increasing speed of changes in society?
New consumer: Understanding consumers who have changed more than the organisations on which they depend.
New research: A new economy asks for new qualitative research in general and experience research in particular.
Output: appreciative diagnosis
Diane Nijs:
Many organisations nowadays start to realise that the key for survival in the 21ste century is in changing the rules of the game and not in continuing the battle with old mindsets, approaches and tools that are rooted in the industrial economy.
There are few recent management books that don't mention this shift from the industrial economy to the post-industrial economy, called the knowledge-, creative- and innovation economy. Contrary little is known and written about the process organizations can follow to transform from the old to the new business logic. This mastercourse presents a roadmap for reframing value creation using imagination.
It offers the possibility to study strategic mindsets, approaches and tools relevant for the innovation economy and to apply the theoretical thinking to a concrete organisation.
The roadmap has been tested for nearly ten years and is applied by strategists of major companies in the Netherlands and Belgium.
Koert de Jager:
People have changed more than the business organisations upon
which they depend. With this sentence Zuboff and Maxmin open their valuable academic book on the Support Economy. Reframing value creation asks for a thorough understanding of the new consumer. This consumer does not want to be a spectator but an active co-creator, an educated valuable relationship that merits a dialogue, an inspirational
relationship instead of a forced and unwanted transaction. A new fit, a match between the company identity and the wanted inspiration and transformation perspective of consumers and employees should be the source of value creation in the innovation economy. Realising co-creation will be an essential focus in that future business logic. It is not only a way to bridge the gap between consumers and enterprises, but
also an important source of continuous innovation.
Fred van Raaij:
Economic psychologists research the economic behaviour of consumers (buying and using products and services) in the context of imagineering too. The focus is on decisions and emotions as determinants of behaviour. Decisions are often made under pressure of time and incomplete information. Heuristics are simplified rules of decision making. Emotions determine preferences and choices on both a conscious and unconscious level. On this unconscious level consumers dont know the real reason for their preference and choice. External circumstances may have a strong, often unconscious, impact on preferences, choices and behaviour. Keywords are counsumer behaviour, heuristics, emotion and unconsciousness.
Wilco van Gool:
Being a psychological researcher, it is my responsibility to keep people aware that imagineering is more than creativity... hat lies at the heart of an inspiring high-involvement experience concept is sound and appropriate research! We need to have an insight into both the demand and supply side. On the demand side, this means finding out what really strikes the consumer, what meaning he gives to products and behavior, and what values he finds important. On the supply side, this means uncovering the DNA of a brand or company: what is the companys mission and vision, what values does the brand have to communicate? Together with an analysis of the competition and having feelers for relevant new trends and developments, this research is the basis for the creative phase, where an experiential concept can be created that really strikes people.
