BRIDGE-Project: Business Models for Vocational Trainings Dynamic Capabilities Approach (Romy Hilbig University of Leipzig)

Transcription

1 BRIDGE-Project: Business Models for Vocational Trainings Dynamic Capabilities Approach (Romy Hilbig University of Leipzig)

2 Introduction - What is the BRIDGE-Project about - Project title: Vocation and Education in Tunisia Export of German Apprenticeship and Vocational Trainings (September 2012 August 2015) Project Goal: To export German Vocational and Educational Trainings (Apprenticeship-Level, Blue- and White- Collar-Workers) via Remote Services to Tunisia and to innovate the business models of the German Educational Services Providers that they are able to internationalize. Project Partners Transfer Partners Coordination WP 1: Transfer Educational Services via Remote Services WP 2: Transfer of German Educational Services to Tunisia (Demand Analysis / Identification of Drivers & Barriers) WP 3: Development and Implementation (Prototype) of self-learning educational services WP 4: Development and Implementation (Prototype) of training modules for blue-collar worker German Educational Services Providers for technical & managerial trainings Marquardt Tunisie (Automotive Industry): Demand & Requirement Analysis 2 Pilot Trainings for white-collar worker of the Bildungswerk have been implemented 2 Pilot Trainings for blue-collar worked of the SKZ have been implemented. WP 5: Business Model Innovation & Development Process WP 6: Project Documentation & Transfer 2

3 Research Question & Design - Business Model Innovation & Development - What could be a successful business model for both Educational Service Providers (SKZ & Bildungswerk) if they are exporting their services to Tunisia? SKZ University of Leipzig / SKZ / Bildungswerk Bildungswerk 1. IST- Analysis of the BM 2. Creativity Workshop 3. Designing Business Model Scenario 4. Workshop for evaluating the BM- Scenarios 5. Storyline / Designing an Action 6. Workshop to finalize the action plan 7. Implementing the Business Model Case-Study Analysis Aim: Analyzing the Business Model of both Educational Service Providers and identifying internationalization approaches as foundation for the Business Model Innovation Process Bildungswerk: 9 semi-structured interviews with the executive board and project managers SKZ: 8 semi-structured interviews with the executive board and project managers Content Analysis and Discussion of the Business Model Analysis within the Workshop Dynamic Capabilities that are embed in the native business model are essential to build up a business model for international markets. A few researchers (Teece 2007; Kindström et al. 2003) already pointed out that the sensing, seizing and reconfiguring capabilities are related to business model innovation 3

4 Native Business Model & International Approachess - Case Study SKZ Top ggmbh- Russia: Cooperation with Suppliers (trainings on the machines of the suppliers) China: Own Representative Office/ Training Rooms; Cooperation with local vocational College Dubai: Own Representative Office/ Training Rooms; Local Partner for Sales & Marketing Source: Business Model Framework of Abdelkafi (2013) Tunisia: Business Modell Innovation Process through the BRIDGE-Project (Pilot/first market tests) Sensing Seizing Transforming 4

5 Identified Dynamic Capabilities - Case Study SKZ Top ggmbh- Dynamic Capability (Teece, 2007) Sensing Seizing Examples of Mircofoundations related to Teece 2007 Process to direct internal R&D and select new technologies Processes to identify target market segments, changing customer needs Delineating the customer solution and the business model Building loyalty and commitment (communication of values) Characteristics of SKZ R&D Department in Germany and also at the Representative office in Dubai CRM-System Demand-Identification through marketresearch e.g. water loss in Dubai Business Model Innovation Process through the Bridge-Project Transformation of the the Business Model through local partners in foreign markets e.g. Dubai Coherent Slogan/Brand and company values of SKZ for all markets Transforming Co-specialization Construction of tangible and intangible resources at all representative offices (native/foreign) Governance (Creation of incentive systems) Supplier in Russia providers rooms and machines for trainings, therefore his employees can attend trainings for free 5

6 Summary - Revelance of BMI and Dynamic Capabilities- The Business Model Innovation Process within the BRIDGE-Project was used to create a new Business Models for both Educational Services Providers (SKZ & Bildungswerk) to enter the Tunisian market. Dynamic Capabilities (sensing, seizing) embed in the native Business Model are essential for creating new Business Models for foreign markets (transforming). Strong Connection between Business Model Innovation and Dynamic Capabilities. 6

7 Romy Hilbig Wiss. Mitarbeiterin / Doktorandin romy.hilbig@uni-leipzig.de Telefon: