Creating value is table stakes for any business. But is your organization also capturing the value you create? IMD professor Stefan Michel says that many businesses don’t actually know how. He studies marketing and strategy at the Switzerland-based business school. Through his research, he created a framework for defining the value of your innovations. In this episode, he explains how to apply his framework — whether you’re developing new business ideas or formulating a strategy to compete with a new entrant in your market. He also discusses how value-capture works in the real world — drawing on examples from companies like Nespresso and Google.

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