Innovations in customer value creation

Opis książki:

Modern research shows that only about 10% of companies sustain development that actually translates into an above-average growth of shareholders profits, and in the long run such growth was maintained by 13 to 16% of companies. Clayton Christensen and Michael E. Raynor, after years of investing in company development and innovation, have proven that because of this situation more attention should be paid to recognizing and introducing innovations in enterprises. It is believed that this phenomenon is a result of a lack of success in the introduction of new processes and technologies and as such, constitutes the main reason that companies fail during the investment processes. Simultaneously, wide research has shown that - at present - the factor that most shapes a company s value is the customer, who determines about 90% of the said value. Despite that, company managers only dedicate about 10% of their time to the subject of consumers and investments, concentrating on other activities, operative productivity and cost management in the short run. Too much time - claims P. Fisk - is dedicated to counting money, and too little to wondering what generates it. The biggest mistake - as numerous studies have shown - is the inability to associate the value that companies generate for their customers with the value for the company itself. This manifests itself in the gap between company priorities and actions targeted at the buyers.

The above mentioned results have drawn the attention of the authors of this work towards the role innovations should play in the increasing of customer value for a company (buyers), and, thanks to that, towards realizing the basic objective, which is increasing of the company value according to the diagram below. Due to the fact that the traditional approach to innovation has not brought the desired results, C. Christensen have assumed that innovation has to constitute relevant value for the customer; only innovation that makes it possible to solve consumer problems and fulfil their objectives in a satisfying manner can be positively rated by them and, as a result, purchased.

The book is a collective work in which the authors attempted to include a broad spectrum of subjects from the field of innovation targeted at building customer value for a company. It is not a complete study of the subject matter, but emphasises the need to find a new approach to innovation - as a source of value for the customer, since only when understood in that way can innovation translate to a return on investment and generate higher profitability.

This book is a result of the authors research, which was conducted in two stages. The first stage analysed the approach to innovation in companies that operate in Poland and its role in customer value management. The results of this research were published in the publication entitled: Zarządzanie wartością klienta w przedsiębiorstwach w Polsce published by Oficyna Wydawnicza SGH, Warszawa 2011.

The objective of the second stage was to create a new approach to innovation and to target it at increasing customer value for companies. Both projects were carried out as a part of statutory research in the Warsaw School of Economics Collegium of Business Administration (Kolegium Nauk o Przedsiębiorstwie w SGH). The head of the statutory research was prof. dr hab. Andrzej Herman, and the head of the above mentioned projects was prof. dr hab. Barbara Dobiegała-Korona. The book has a theoretical-practical character. Initially, the book focuses on understanding innovation as: value for the customer, evolution in the approach to defining innovation, determinants of innovation in the modern business management and how innovations influence the growth of customer value, which builds company value.

The second focus shows a number of practical approaches to innovation as value for the customer, for example in building knowledge about the customer, innovations in banking, in communicating corporate social responsibility or the role of internet in creating innovation. We especially dedicate this book to managers who are interested in managing their company value, particularly by increasing customer value, for students and post-graduate students of management and marketing and to those students who study said subjects in English.

Książka "Innovations in customer value creation" - Barbara Dobiegała-Korona, Piotr Masiukiewicz (red.) - oprawa twarda - Wydawnictwo Szkoła Główna Handlowa w Warszawie. Książka posiada 224 stron i została wydana w 2012 r.