1 Algemene introductie............................................................................................................................... 7
1.1 Turbulente omgeving: ‘VUCA’ is the new normal ................................................................................... 7
1.2 Disruptieve spelers en ‘the perfect storm’ .............................................................................................. 8
1.3 Media in the perfect storm? ................................................................................................................... 9
1.4 ‘VUCA’ is the solution ........................................................................................................................... 10
1.5 Media in tegenaanval? (waardepropositie) ......................................................................................... 10
1.6 Media in tegenaanval? (PRIJSmodel) ................................................................................................... 11
1.7 Media in de tegenaanval? (waardeketen)............................................................................................ 11
1.8 Hoe kunnen organisaties zich aanpassen? (MARCH, 1991) ................................................................. 12
1.9 Adaptive cycle (Miles & Snow, 2003).................................................................................................... 12
1.10 Productinnovatie loont minder ............................................................................................................. 13
1.11 Hallo businessmodel? ........................................................................................................................... 14
1.12 Een duurzaam businessmodel .............................................................................................................. 14
1.13 Media in digitale transformatie? .......................................................................................................... 15
2 Creatieve destructie in MEDIA- & TECHMARKTEN .................................................................................. 17
2.1 Industrie in continue verandering ......................................................................................................... 17
2.2 Innovatiecycli: the sixth wave ............................................................................................................... 17
2.3 Innovatiecycli: 5e industriële revolutie .................................................................................................. 18
2.4 Creatieve destructie in de praktijk ........................................................................................................ 18
2.5 “Software is eating the world” ............................................................................................................. 18
2.6 “Ai is going to eat software” ................................................................................................................ 19
2.7 Creatieve destructie in de praktijk ........................................................................................................ 20
2.8 Wanneer komt uw disrupter? ............................................................................................................... 21
2.9 Tektonische platen in media & tech ..................................................................................................... 21
3 Innovatie in media- & tenchmarkten...................................................................................................... 24
3.1 Three-sided innovation ......................................................................................................................... 24
3.2 Innovatiematrix: impact vs nieuwigheid .............................................................................................. 27
3.3 Disruptieve/radicale technologieën ...................................................................................................... 27
3.4 Red vs blue ocean strategy ................................................................................................................... 28
3.5 Durf dominante logica te verlaten ........................................................................................................ 28
4 De essentie van competitief voordeel .................................................................................................... 30
4.1 Strategie ............................................................................................................................................... 30
1
, 4.2 Strategieontwikkeling is een continu proces ........................................................................................ 31
4.3 Generieke concurrentiestrategieën ...................................................................................................... 31
4.4 Customer intimicy (Tracy & Wiersema) ................................................................................................ 33
4.5 Ecosysteem (Shapiro & Varian) ............................................................................................................ 33
4.6 Generieke concurrentiestrategieën 2.0 ................................................................................................ 34
4.7 Transient advantage............................................................................................................................. 35
4.8 Ideale product-market fit: match propositie en verwachting ............................................................... 35
5 Analyse van de waardeketen ................................................................................................................. 36
5.1 Traditionele waardeketens onder druk ................................................................................................ 36
5.2 Industriële organisatie .......................................................................................................................... 36
5.3 Marktmacht als centraal begrip ........................................................................................................... 36
5.4 Pivotale macht en make-or-breakmacht .............................................................................................. 37
5.5 Waardeketen (supply chain) op organisatieniveau .............................................................................. 38
5.6 Primaire vs secundaire activiteiten (Porter) ......................................................................................... 38
5.7 Waardeketen op industrieniveau ......................................................................................................... 39
5.8 Mondiale waardeketens (Gereffi) ......................................................................................................... 41
5.9 Industriële upgrading ........................................................................................................................... 43
5.10 Cut the middleman ............................................................................................................................... 44
5.11 Be the middleman ................................................................................................................................ 45
5.12 Verschillende distributiemodellen: D2C – B2B – B2C – B2BC ............................................................... 45
5.13 Platform modellen: D2C – B2C – C2C ................................................................................................... 46
6 Analyse van de competitieve omgeving ................................................................................................. 46
6.1 Trendanalyse: drivers of change ........................................................................................................... 46
6.2 Vijfkrachtenmodel (Porter) ................................................................................................................... 47
6.3 Beperkingen vijfkrachtenmodel ............................................................................................................ 50
6.4 Belang van coöpertitie (Nalebuff &, brandenburger) ........................................................................... 51
7 Groeistrategieën en diversificatie .......................................................................................................... 52
7.1 De godfather van strategisch management ......................................................................................... 52
7.2 Product/market groeistrategie ............................................................................................................. 52
7.3 Beperking ansoffmatrix ........................................................................................................................ 55
7.4 Toepassing Tiktok op 5krachtenmodel ................................................................................................. 55
8 Wat is een businessmodel ...................................................................................................................... 56
8.1 Strategie vs businessmodel .................................................................................................................. 56
2
, 8.2 Opkomst van het businessmodel .......................................................................................................... 58
8.3 Belang van businessmodel ................................................................................................................... 58
8.4 Superieure partnerships vs superieure technologie .............................................................................. 58
8.5 Businessmodel canvas .......................................................................................................................... 59
8.6 Filosofie achter dit model ..................................................................................................................... 60
8.7 Onderdelen businessmodel................................................................................................................... 61
8.8 Businessmodellen social profit ............................................................................................................. 63
8.9 Perfecte businessmodel is nooit af ....................................................................................................... 63
8.10 Wat als businessmodellen falen ........................................................................................................... 63
8.11 Businessmodel leadership gap ............................................................................................................. 63
8.12 Uitdaging: strategie vs uitvoering ........................................................................................................ 64
9 Businessmodelpatronen ......................................................................................................................... 64
9.1 Innovatie door recombinatie ................................................................................................................ 64
9.2 Add-on .................................................................................................................................................. 64
9.3 Affiliation .............................................................................................................................................. 64
9.4 Auction = veiling ................................................................................................................................... 65
9.5 Cross-selling of up-selling ..................................................................................................................... 65
9.6 Crowdfunding ....................................................................................................................................... 65
9.7 Crowdsourcing ...................................................................................................................................... 65
9.8 Direct selling ......................................................................................................................................... 66
9.9 E-commerce .......................................................................................................................................... 66
9.10 Experience selling ................................................................................................................................. 66
9.11 Flat rate ................................................................................................................................................ 66
9.12 Freemium.............................................................................................................................................. 67
9.13 Leverage customer data ....................................................................................................................... 67
9.14 Licensing ............................................................................................................................................... 67
9.15 Lock-in .................................................................................................................................................. 68
9.16 Long tail ................................................................................................................................................ 68
9.17 Mass customisation .............................................................................................................................. 68
9.18 Open source .......................................................................................................................................... 68
9.19 Partnership ........................................................................................................................................... 68
9.20 Pay per use ........................................................................................................................................... 69
9.21 Peer to peer .......................................................................................................................................... 69
9.22 Razor and blades .................................................................................................................................. 69
3
, 9.23 Rent instead of buy ............................................................................................................................... 69
9.24 Subscription .......................................................................................................................................... 69
9.25 Surge pricing ......................................................................................................................................... 70
9.26 Two-sided market ................................................................................................................................. 70
9.27 Patronen ↑ kopieerbaarheid ↓ Competitiviteit ↑ .............................................................................. 70
10 Platformen als businessmodel............................................................................................................ 70
10.1 Van pipe naar platform ........................................................................................................................ 70
10.2 Niet alle platformen zijn platformen .................................................................................................... 71
10.3 Platform is geen product, wel een businessmodel ............................................................................... 72
10.4 Kenmerken platform ............................................................................................................................. 72
10.5 Platform wars ....................................................................................................................................... 77
10.6 Trends hoe platformomgevingen evolueren......................................................................................... 77
10.7 Why platforms are eating the world .................................................................................................... 78
11 Soorten platformen ............................................................................................................................ 79
11.1 Ceci n’est pas une plateforme .............................................................................................................. 79
11.2 Platformen, strategie, innovatie en businessmodellen......................................................................... 79
11.3 Types platformen (Cusumano) ............................................................................................................. 79
11.4 Data als olie van het platformkapitalisme ........................................................................................... 80
11.5 Types platformen (Srnicek) ................................................................................................................... 80
12 Platformen: groei of winst? ................................................................................................................ 83
12.1 Silicon valley = romeinse rijk? ............................................................................................................... 83
12.2 Platformen kunnen exponentieel groeien ............................................................................................ 83
12.3 Schaalbaarheid (scalability) cruciaal .................................................................................................... 84
12.4 Groei zonder én met schaalbaarheid .................................................................................................... 84
12.5 Hockeystick curve ................................................................................................................................. 85
12.6 “Spotify leads the Lousy business of music streaming” ........................................................................ 85
12.7 “Netflix runs a cash-hungry content business” ..................................................................................... 86
12.8 “Musk’s Last bet-the-company situation” ............................................................................................ 86
12.9 succes weerspiegeld in beurskoersen ................................................................................................... 86
12.10 Unicorn: High-growth business model ............................................................................................. 87
12.11 Unicorn: Zero-Sum competition → category kings ........................................................................... 87
12.12 Food fight: Be big or bought = eat or be eaten ................................................................................ 88
12.13 Investeringshype, Op naar een unicorn bubble? .............................................................................. 88
4
1.1 Turbulente omgeving: ‘VUCA’ is the new normal ................................................................................... 7
1.2 Disruptieve spelers en ‘the perfect storm’ .............................................................................................. 8
1.3 Media in the perfect storm? ................................................................................................................... 9
1.4 ‘VUCA’ is the solution ........................................................................................................................... 10
1.5 Media in tegenaanval? (waardepropositie) ......................................................................................... 10
1.6 Media in tegenaanval? (PRIJSmodel) ................................................................................................... 11
1.7 Media in de tegenaanval? (waardeketen)............................................................................................ 11
1.8 Hoe kunnen organisaties zich aanpassen? (MARCH, 1991) ................................................................. 12
1.9 Adaptive cycle (Miles & Snow, 2003).................................................................................................... 12
1.10 Productinnovatie loont minder ............................................................................................................. 13
1.11 Hallo businessmodel? ........................................................................................................................... 14
1.12 Een duurzaam businessmodel .............................................................................................................. 14
1.13 Media in digitale transformatie? .......................................................................................................... 15
2 Creatieve destructie in MEDIA- & TECHMARKTEN .................................................................................. 17
2.1 Industrie in continue verandering ......................................................................................................... 17
2.2 Innovatiecycli: the sixth wave ............................................................................................................... 17
2.3 Innovatiecycli: 5e industriële revolutie .................................................................................................. 18
2.4 Creatieve destructie in de praktijk ........................................................................................................ 18
2.5 “Software is eating the world” ............................................................................................................. 18
2.6 “Ai is going to eat software” ................................................................................................................ 19
2.7 Creatieve destructie in de praktijk ........................................................................................................ 20
2.8 Wanneer komt uw disrupter? ............................................................................................................... 21
2.9 Tektonische platen in media & tech ..................................................................................................... 21
3 Innovatie in media- & tenchmarkten...................................................................................................... 24
3.1 Three-sided innovation ......................................................................................................................... 24
3.2 Innovatiematrix: impact vs nieuwigheid .............................................................................................. 27
3.3 Disruptieve/radicale technologieën ...................................................................................................... 27
3.4 Red vs blue ocean strategy ................................................................................................................... 28
3.5 Durf dominante logica te verlaten ........................................................................................................ 28
4 De essentie van competitief voordeel .................................................................................................... 30
4.1 Strategie ............................................................................................................................................... 30
1
, 4.2 Strategieontwikkeling is een continu proces ........................................................................................ 31
4.3 Generieke concurrentiestrategieën ...................................................................................................... 31
4.4 Customer intimicy (Tracy & Wiersema) ................................................................................................ 33
4.5 Ecosysteem (Shapiro & Varian) ............................................................................................................ 33
4.6 Generieke concurrentiestrategieën 2.0 ................................................................................................ 34
4.7 Transient advantage............................................................................................................................. 35
4.8 Ideale product-market fit: match propositie en verwachting ............................................................... 35
5 Analyse van de waardeketen ................................................................................................................. 36
5.1 Traditionele waardeketens onder druk ................................................................................................ 36
5.2 Industriële organisatie .......................................................................................................................... 36
5.3 Marktmacht als centraal begrip ........................................................................................................... 36
5.4 Pivotale macht en make-or-breakmacht .............................................................................................. 37
5.5 Waardeketen (supply chain) op organisatieniveau .............................................................................. 38
5.6 Primaire vs secundaire activiteiten (Porter) ......................................................................................... 38
5.7 Waardeketen op industrieniveau ......................................................................................................... 39
5.8 Mondiale waardeketens (Gereffi) ......................................................................................................... 41
5.9 Industriële upgrading ........................................................................................................................... 43
5.10 Cut the middleman ............................................................................................................................... 44
5.11 Be the middleman ................................................................................................................................ 45
5.12 Verschillende distributiemodellen: D2C – B2B – B2C – B2BC ............................................................... 45
5.13 Platform modellen: D2C – B2C – C2C ................................................................................................... 46
6 Analyse van de competitieve omgeving ................................................................................................. 46
6.1 Trendanalyse: drivers of change ........................................................................................................... 46
6.2 Vijfkrachtenmodel (Porter) ................................................................................................................... 47
6.3 Beperkingen vijfkrachtenmodel ............................................................................................................ 50
6.4 Belang van coöpertitie (Nalebuff &, brandenburger) ........................................................................... 51
7 Groeistrategieën en diversificatie .......................................................................................................... 52
7.1 De godfather van strategisch management ......................................................................................... 52
7.2 Product/market groeistrategie ............................................................................................................. 52
7.3 Beperking ansoffmatrix ........................................................................................................................ 55
7.4 Toepassing Tiktok op 5krachtenmodel ................................................................................................. 55
8 Wat is een businessmodel ...................................................................................................................... 56
8.1 Strategie vs businessmodel .................................................................................................................. 56
2
, 8.2 Opkomst van het businessmodel .......................................................................................................... 58
8.3 Belang van businessmodel ................................................................................................................... 58
8.4 Superieure partnerships vs superieure technologie .............................................................................. 58
8.5 Businessmodel canvas .......................................................................................................................... 59
8.6 Filosofie achter dit model ..................................................................................................................... 60
8.7 Onderdelen businessmodel................................................................................................................... 61
8.8 Businessmodellen social profit ............................................................................................................. 63
8.9 Perfecte businessmodel is nooit af ....................................................................................................... 63
8.10 Wat als businessmodellen falen ........................................................................................................... 63
8.11 Businessmodel leadership gap ............................................................................................................. 63
8.12 Uitdaging: strategie vs uitvoering ........................................................................................................ 64
9 Businessmodelpatronen ......................................................................................................................... 64
9.1 Innovatie door recombinatie ................................................................................................................ 64
9.2 Add-on .................................................................................................................................................. 64
9.3 Affiliation .............................................................................................................................................. 64
9.4 Auction = veiling ................................................................................................................................... 65
9.5 Cross-selling of up-selling ..................................................................................................................... 65
9.6 Crowdfunding ....................................................................................................................................... 65
9.7 Crowdsourcing ...................................................................................................................................... 65
9.8 Direct selling ......................................................................................................................................... 66
9.9 E-commerce .......................................................................................................................................... 66
9.10 Experience selling ................................................................................................................................. 66
9.11 Flat rate ................................................................................................................................................ 66
9.12 Freemium.............................................................................................................................................. 67
9.13 Leverage customer data ....................................................................................................................... 67
9.14 Licensing ............................................................................................................................................... 67
9.15 Lock-in .................................................................................................................................................. 68
9.16 Long tail ................................................................................................................................................ 68
9.17 Mass customisation .............................................................................................................................. 68
9.18 Open source .......................................................................................................................................... 68
9.19 Partnership ........................................................................................................................................... 68
9.20 Pay per use ........................................................................................................................................... 69
9.21 Peer to peer .......................................................................................................................................... 69
9.22 Razor and blades .................................................................................................................................. 69
3
, 9.23 Rent instead of buy ............................................................................................................................... 69
9.24 Subscription .......................................................................................................................................... 69
9.25 Surge pricing ......................................................................................................................................... 70
9.26 Two-sided market ................................................................................................................................. 70
9.27 Patronen ↑ kopieerbaarheid ↓ Competitiviteit ↑ .............................................................................. 70
10 Platformen als businessmodel............................................................................................................ 70
10.1 Van pipe naar platform ........................................................................................................................ 70
10.2 Niet alle platformen zijn platformen .................................................................................................... 71
10.3 Platform is geen product, wel een businessmodel ............................................................................... 72
10.4 Kenmerken platform ............................................................................................................................. 72
10.5 Platform wars ....................................................................................................................................... 77
10.6 Trends hoe platformomgevingen evolueren......................................................................................... 77
10.7 Why platforms are eating the world .................................................................................................... 78
11 Soorten platformen ............................................................................................................................ 79
11.1 Ceci n’est pas une plateforme .............................................................................................................. 79
11.2 Platformen, strategie, innovatie en businessmodellen......................................................................... 79
11.3 Types platformen (Cusumano) ............................................................................................................. 79
11.4 Data als olie van het platformkapitalisme ........................................................................................... 80
11.5 Types platformen (Srnicek) ................................................................................................................... 80
12 Platformen: groei of winst? ................................................................................................................ 83
12.1 Silicon valley = romeinse rijk? ............................................................................................................... 83
12.2 Platformen kunnen exponentieel groeien ............................................................................................ 83
12.3 Schaalbaarheid (scalability) cruciaal .................................................................................................... 84
12.4 Groei zonder én met schaalbaarheid .................................................................................................... 84
12.5 Hockeystick curve ................................................................................................................................. 85
12.6 “Spotify leads the Lousy business of music streaming” ........................................................................ 85
12.7 “Netflix runs a cash-hungry content business” ..................................................................................... 86
12.8 “Musk’s Last bet-the-company situation” ............................................................................................ 86
12.9 succes weerspiegeld in beurskoersen ................................................................................................... 86
12.10 Unicorn: High-growth business model ............................................................................................. 87
12.11 Unicorn: Zero-Sum competition → category kings ........................................................................... 87
12.12 Food fight: Be big or bought = eat or be eaten ................................................................................ 88
12.13 Investeringshype, Op naar een unicorn bubble? .............................................................................. 88
4
