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.
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.
