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1、Open Innovation Business Models-Health Technology Competitiveness,Dr.Michael BrennanDept.Marketing Entrepreneurship&Strategy Ulster Business School,Life and Health Sciences Exemplar:UK Medical Devices Industry,The UK medical devices market is the fourth largest market in EuropeValued at around 7.2bn
2、 Healthcare markets are growing at 7-12%per year and the estimated world market by 2015 is 240bn.www.abhi.org.uk2009,BERR:Medical Biotechnology Sector,The UKs medical biotechnology sector is the most mature in Europe and second globally only to the US,with 40%of public biotech companies and 17%of al
3、l European biotech companies(2005).Approximately 450 biotechnology businesses in the UK Employing 21,830 Revenues around 2.63bn.www.berr.gov.uk,2009,Market Challenges in Health Industry,Regulatory:Medicines Healthcare Regulatory Industry(MHRA)Economic:National Institute for Clinical Excellence(NICE)
4、NHS Purchasing and Supply Agency(PASA)Patient:National Patient Safety Agency(NPSA),Innovation,As a student of innovation for more than twenty years,I still find it amazing just how difficult innovation continues to be John Seely Brown,Xerox Palo Alto Research Centre,Innovation,Innovation everybodys
5、talking about itits a top national prioritybut it isnt easy!John Bessant&Joe Tidd Imperial College,London,Competing Theories of Innovation,Social or individual perspectives,Internal or external perspectives:A planned rational processThe individual hero innovatorThe creative individual who networks e
6、xtensivelyInter-firm collaboration John Storey,The Innovation Space,Whats the organisation trying to do?Product improvement/new product developmentGetting lean&the quest for excellence/radical process changeExtending,deepening,segmenting markets/creating new marketsChanging business models/rewriting
7、 the rules John Bessant&Joe Tidd Imperial College,London,Innovation as an open process,The next frontier in innovation is to open the business model itself Henry Chesbrough,The Virtuous Innovation Circle,The Virtuous Circle Broken,The Economic Pressure on Innovation,Contrasting Principles,The Busine
8、ss Model as a Cognitive Map Across Domains,A successful business model creates heuristic logic that connects technical potential with the realisation of economic value.(Chesbrough,2003),Measured in the Technical Domain,Measured in the Social/Economic Domain,The elements of a business model(Chesbroug
9、h 2003),Target marketValue propositionValue chainCosts/marginsValue networksCompetitive strategy,Elements of a business model,1.Target market the users to whom your product/service is useful and the purpose for which it will be used.2.Value proposition the value created for users by the offering bas
10、ed on the product/service.3.Value chain this coordinates the many activities needed to deliver the offering,Elements of a business model,4.Costs and margins how a customer will pay and how much to charge.5.The value network set of inter-organisational links/relationships necessary to create a produc
11、t of service.6.Competitive strategy the competitive strategy for a chosen market.,Business Model Types,Undifferentiated,Externally aware,Platform player shapes markets,Business Models are not all the sameThe proposed Business Model Framework(BMF)posits six types of business model from very basic to
12、highly sophisticated that enjoy tremendous advantage,Five Matrix Horizon Sectors,Advanced Engineering(Transport)Advanced MaterialsAgri-foodICTLife and Health Sciences,MajpjMVcyzj21HLfrvy96dv02lPPfYgxUS7IYmZkyEmZ0kGeYZS3bpLCkYH1lt4EK7CxmUX3ijoYSOer7ZuaVWYgz4EpZrUirVpMzzvNtf1XZw5oswSXOtFaejnOcmfE1lZgn
13、N1RSXg8wLCG8CVQ3XPJMvodPFWcpiYJgZazNSEPNIaklYSu7qSd1UpaxmZDlpN9zW7kljfsLCLi26Yv109ffbnDH8LbUN1G6ACURQ39eG12KHL9tXsZ1jzgoCK8g1kuNOh5eFvcmVT5ZYVQt9zk3rp3qLnf02FovEXxVRxjCcFRNppiJljNiOuk6fONnyX7fyGg7sXZ49BmCN5oy9VesHpKzdjTKwjrkCEQCFDehVmGax3lrOEbw63VscA3YSijtUKoCyiLzAlVRp7l4QgPNHxvJFFDyjUVN3oHlMah0XBd4
14、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,
