Accelerating twin transitions through a liminal strategy

Accelerating twin transitions through a liminal strategy: A research with Barco to facilitate customer centric sustainability

Shah, Priyanka (TU Delft Industrial Design Engineering)

Voûte, M.A. (mentor)
Keller, A.I. (graduation committee)
Van Wijmeersch, Guy (graduation committee)
Saveyn, An (graduation committee)

Delft University of Technology

Strategic Product Design

2021-09-30

The research on “Accelerating twin transitions through a liminal strategy”, with Barco explores the topic of customer centric sustainability. It addresses the problem of “How might we span the distance between representatives of Barco and the end customers (in the context of sustainability)?“. The proposed solution is a liminal strategy (bridging strategy) and a tactical manifestation of the strategy in the form of an AI-chatbot that facilitates integrated interactions. Unlike the other chatbots, this faces both Barco end customers and Barco employees. These interactions enable Barco to activate customers, collect timely customer input to create value, and make sustainability tangible for both customers and Barco employees. It demonstrates a way to give Barco competitive advantage while increasing Barco’s reputation to drive purpose and profit together.

Customer centric sustainability
AI-Chatbot
Bridging strategy
Customer centricity
Frame innovation
Sustainability

http://resolver.tudelft.nl/uuid:33f8b65a-98e3-4349-903f-67a089692ceb

Student theses

master thesis

© 2021 Priyanka Shah