Software innovation on firm level
Author
Csokas, Borsika Noemi
Term
4. Term
Publication year
2020
Submitted on
2020-06-09
Pages
112
Abstract
This thesis examines how software firms can connect their value proposition to Customer Perceived Value (CPV) by proposing a conceptual framework that aligns the business model, Essence, and open innovation. Motivated by rising competition and the need for meaningful differentiation, the core research question asks how value propositions can be understood and integrated across strategic, operational, and collaboration-oriented levels to support CPV and strategic alignment in software development. The study employs an integrative literature review to synthesize knowledge from business models, software innovation, and open innovation and to design a unifying framework. Findings indicate benefits from combining open innovation with the operational layer (Essence) and the resource and business layer (the business model): enhanced cross-domain knowledge sharing, a more holistic approach to innovation management, clearer complementarity among elements, and improved ability to detect and address structural weaknesses. The framework also emphasizes customer co-creation as a way to increase the likelihood of successful product launches. While the work is theoretical and lacks empirical validation, it offers a synthesized model to guide strategic alignment in software firms and provides a basis for future empirical research.
Dette speciale undersøger, hvordan softwarevirksomheder kan forbinde deres value proposition med kundens oplevede værdi (Customer Perceived Value, CPV) gennem en konceptuel ramme, der afstemmer forretningsmodellen, Essence og open innovation. Udgangspunktet er den stigende konkurrence og behovet for differentiering gennem værdiskabelse, som er meningsfuld for kunden. Forskningsspørgsmålet er, hvordan værdiforslag kan forstås og integreres på tværs af strategiske, operationelle og samarbejdsorienterede niveauer, så de understøtter CPV og strategisk alignment i softwareudvikling. Metodisk bygger arbejdet på en integrativ litteraturgennemgang, som syntetiserer viden om business models, softwareinnovation og open innovation for at designe en samlet ramme. Fundene peger på, at kombinationen af open innovation med det operationelle niveau (Essence) og ressource- og forretningsniveauet (forretningsmodellen) fremmer videndeling på tværs af domæner, styrker en holistisk innovationsledelse, tydeliggør komplementaritet mellem elementer og hjælper med at identificere og forbedre svagheder i forretningsstrukturen. Derudover fremhæves værdien af kundesamskabelse, som kan øge sandsynligheden for succesfulde produktlanceringer. Arbejdet er teoretisk og uden empirisk validering, men bidrager med en samlet model, der kan understøtte strategisk afstemning i softwarevirksomheder og danne grundlag for fremtidige empiriske studier.
[This apstract has been generated with the help of AI directly from the project full text]