manguuУправлениеUPRAVLENIE / MANAGEMENT (Russia)2309-36332713-1645State University of Management10.26425/2309-3633-2021-9-2-76-89manguu-416Research ArticleИНФОРМАЦИОННЫЕ ТЕХНОЛОГИИ В УПРАВЛЕНИИMANAGEMENT INFORMATION TECHNOLOGIESМетодологии проектирования стратегии бизнеса: от дизайна продукта к проектированию платформBusiness strategy design methodologies: from product design to platform designhttps://orcid.org/0000-0002-0054-832XВасильеваЕ. В.VasilievaE. V.

Васильева Елена Викторовна, д-р экон. наук

125993, ГСП-3, Ленинградский пр-т, 49, г. Москва

Elena V. Vasilieva, Dr. Sciw. (Econ.)

49, GSP-3, Leningradskiy pr-t., Moscow 125993

evvasileva@fa.ruФинансовый университет при Правительстве Российской Федерации (Финуниверситет)РоссияFinancial UniversityRussian Federation202101072021927689Copyright © Васильева Е.В., 20212021Васильева Е.В.Vasilieva E.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://upravlenie.guu.ru/jour/article/view/416

В статье представлен анализ современных методологий, которые успешно применяют для разработки инновационных продуктов и экосистемных платформ. Описаны инструменты подхода Jobs-To-Be-Done. Выделе-ны различия между двумя концепциями Jobs-As-Activities и Jobs-As-Progress. Подчеркнута важность изучения цифрового клиентского пути. Пошагово представлен алгоритм построения стратегии вывода нового предложения на рынок на основе метода Jobs-To-Be-Done. Представлены примеры заполнения канвасов Job Stories, Process Making Forces, фреймворка интервью в формате Jobs-To-Be-Done.

Представлены инструменты, которые успешно применяются при создании стратегии бизнеса на основе экосистемной платформы. Обоснована важность клиентоориентированного подхода и перехода на экосистемный подход при разработке бизнес-модели. Выделены выгоды от экосистемы пользователя, владельца бизнеса и партнеров.

Сделан обзор типов экосистем по классификации Gartner с примерами из российских экосистем. Приведены инструменты платформенного дизайна (Platform Innovation Kit), которые позволяют разработать интегрированную среду для развития клиентского опыта, расширению предоставляемых потребителю товаров и услуг: фреймворк VRIO, матрица мотивации, канвасы экосистемы платформенных связей, обучающего механизма, ценностного предложения и платформенной бизнес-модели. Представленные инструменты расширяют портфель дизайн-мышления.

The article presents an analysis of modern methodologies that are successfully used for the development of innovative products and ecosystem platforms. The paper describes the tools of the “Jobs To Be Done” approach. The author highlights the differences between the two concepts “Jobs-As-Activities” and “Jobs-As-Progress”. The study emphasizes the importance of studying the digital client path. The publication presents by step-by-step an algorithm for constructing a strategy for bringing a new offer to the market based on the “Jobs To Be Done” method. The article presents examples of filling in the Job stories Canvas, interview framework in “Jobs To Be Done” format, Process Making Forces Canvas.

The study shows the tools that are successfully used in creating a business strategy based on an ecosystem platform. The paper substantiates the importance of customer-oriented approach and switching to an ecosystem approach to the development of a business model. The author highlights the benefits from the ecosystem of the user, business owner and partners.

The study gives an overview of ecosystem types according to the Gartner classification with examples in Russian ecosystems. The author provides tools of the Platform Design (Platform Innovation Kit) which allow you to develop an integrated environment for the development of the customer experience, to improve consumer goods and services: VRIO framework, a Matrix of Motivation, the Ecosystem Platform Relations Canvas, Training Mechanism Canvas, Value Proposition Canvas and Platform Business Models Canvas. These tools expand the design thinking portfolio.

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The authors declare that there are no conflicts of interest present.