Programme
New consumers
Nowadays, people are driven much more by values of self-expression rather than those of rudimentary survival. They have a deep need to make sense of their lives in ways that are unique and personal. One of the most distinct ways in which this is manifested, is the new individual’s consumption and participation pattern, by means of their choices they create their own identity.
Organisations
Business organisations continue to answer these new consumption patterns with the standard logic of traditional enterprise. This logic, called ‘managerial capitalism’ helped businesses to be successful in the past century. At present, the chasm between today’s individuals and today’s commercial organisations leads to a so-called transaction crisis. The fundamental changes in the nature of consumption today will be tomorrow’s changes in the nature and purpose of business. This change will affect the underlying logic of capitalism itself and it will pave the way for major transformations within the enterprise logic of many organisations.
Aim of the programme
This master’s programme has been set up to educate business innovation oriented students to become experts at Imagineering who:
- analyse the future from the experience perspective (keeping in mind the evolution in marketing and organisation thinking);
- shape the strategy of an organisation in a ‘connected context’;
- inspire / orchestrate implementation of the strategy
in such a manner that sustainable value creation for the organisation can be realised.
