Value creation and value capture in software product business: Analyzing product development, B2B sales and software process methodologies

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorJuneja, Antti 
dc.contributor.departmentDepartment of Marketingen
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Economicsen
dc.date.accessioned2011-11-14T11:24:07Z
dc.date.available2011-11-14T11:24:07Z
dc.date.dateaccepted2011-08-26 
dc.date.issued2011 
dc.description.abstractThis study is about value creation and value capture in B2B software product business in new product development context. The goal of the study is to understand how academic and managerial new product development, B2B sales and software process methodologies fit with the value creation and value capture theory. Research method is desk research. This study breaks new product development, B2B sales and software process methodologies in pieces and analyzes what are the principles for value creation, what actors are involved and how learning and risk are treated. The results of this study are two-folded. Firstly the value creation and value capture and dynamic capability are relatively weak concepts to explain practical innovation work in companies. Secondly, methodologies analyzed are partially conflicting and none of them cover the full process how innovation should be understood and managed. Main issues in are how to reach dominant design and mainstream market in order to reach profits, how to arrange sales channel and how to apply software process properly.en
dc.ethesisid12617 
dc.format.extent91 
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/749
dc.identifier.urnURN:NBN:fi:aalto-201111181661
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi 
dc.subject.heleconmarketing 
dc.subject.heleconohjelmistot 
dc.subject.heleconsoftware 
dc.subject.helecontuotekehitys 
dc.subject.heleconproduct development 
dc.subject.heleconinnovaatiot 
dc.subject.heleconinnovations 
dc.subject.heleconbusiness-to-business 
dc.subject.heleconbusiness-to-business 
dc.subject.heleconmyynti 
dc.subject.heleconsales 
dc.subject.keywordProduct development 
dc.subject.keywordinnovation 
dc.subject.keywordB2B sales 
dc.subject.keywordmarketing 
dc.subject.keywordsoftware process 
dc.subject.keywordagile 
dc.subject.keywordwaterfall 
dc.subject.keyworddynamic capability 
dc.subject.keywordvalue creation 
dc.subject.keywordvalue capture 
dc.subject.keywordStage-Gate 
dc.subject.keywordmainstream market. 
dc.titleValue creation and value capture in software product business: Analyzing product development, B2B sales and software process methodologiesen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes12617
local.aalto.openaccessyes

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