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Customer As Change Driving Force - International Scientific Conference

ISM University of Management and Economics, Kaunas, Lithuania


Talking to the CEO of one of the successful Lithuanian companies about the organizational challenges they face during economic crises and early post crises period the answer was – “We do not have any organizational problems; we wish people buy more”. The more management Gurus contemplate on the business success recipes the more obvious it becomes that the customer is a business and change-driving force.

However the questions remain - what changes and how the customer makes changes to businesses? How to meet the customer requested innovations in a sustainable way? How to sustain customer loyalty and satisfaction? How to involve customer into mutual business development activities? What are the limits and the ethics of consumption and what is the role of business in it?

The worldwide crises have enhanced the evident reduction of consumption that made businesses think how to tune their products to the customer needs in a more precise way, how to maintain the loyalty of the old customers and how to find the new ones. It seems that the answer is very simple – give the customers what they ask for! However most of the time the deeper analysis of what the customers need misleads the businesses, and by the end of the day it appears that the description of the product or service the customer provided was understood in nearly the opposite manner (Dorothy Leonard, 2005). Sometimes the flattering of the customers‟ needs breaks down the sustainability of the business.

W. Ulwick (2002) in his paper “Customer input into innovation” suggested that the most important issue in correctly reading the customers‟ needs is asking them what they want the product or service do for them. He argues that “Customers should not be trusted to come up with solutions; they aren’t experts or informed enough for that part of the innovation process. That’s what your R&D team is for“. It looks like allocating the right roles to the customer and the business, and asking the right questions might give the right answers.

Who should attend

The conference aims to bring together businesses, experts from academia and researchers to mutually put forward the burning questions on the conference topic and share the insights on the possible solutions in the round table discussions.

Its uniqueness lies in the fact that the topics of the keynote speeches and the themes of the sections have been suggested by businesses. The experts from academia and researchers will bring forward their research-based expertise and will share their experience in the field.

The event will be comprised of two parallel round table discussions among business people and the experts from academia and researchers. The conference is dedicated to those who envision the customer as the main object of interest and research and who are willing to learn more about the customer in general and the changes in business caused by the customer in
particular.

Chairperson

Philip Benson, Prof. Dr., New Mexico State University, USA

Conference scientific advisory committee

Philip Ammerman, NAVIGATOR Consulting Group Ltd., UK
Vilte Auruskeviciene, Prof. Dr., ISM University of Management and Economics, Lithuania
Phil Benson, Prof. Dr., New Mexico State University, USA
Ilona Buciuniene, Prof. Dr., ISM University of Management and Economics, Lithuania
Solveiga Buoziute-Rafanaviciene, Assoc. Prof. Dr., ISM University of Management and Economics, Lithuania
Shawn M. Carraher, Prof. Dr., Cameron University, USA
Aleksandra Gawel, Prof. Dr., Poznan University of Economics, Poland
Janet George, Yahoo! Research, USA
Barbara Jankowska, Dr., Poznan University of Economics, Poland
Ieva Kvedaraviciene, Assoc. Prof. Dr., ISM University of Management and Economics, Lithuania
Nerijus Pacesa, Assoc. Prof. Dr., ISM University of Management and Economics, Lithuania
Maciej Pietrzykowski, Dr., Poznan University of Economics, Poland
Asta Pundziene, Prof. Dr., ISM University of Management and Economics, Lithuania
Tomas Sabaliauskas, Dr., ISM University of Management and Economics, Lithuania
Vida Skudiene, Prof. Dr., ISM University of Management and Economics, Lithuania
Vincentas Vobolevicius, Assoc. Prof. Dr., ISM University of Management and Economics, Lithuania

Organisational committee

Solveiga Buoziute-Rafanaviciene, Assoc. Prof. Dr., ISM University of Management and Economics, Lithuania
Ilma Danieliene, ISM University of Management and Economics, Lithuania
Jurga Duobiene, ISM University of Management and Economics, Lithuania
Marijus Kalesinskas, ISM University of Management and Economics, Lithuania
Ieva Kvedaraviciene, Assoc. Prof. Dr., ISM University of Management and Economics, Lithuania
Austeja Pilkaite, ISM University of Management and Economics, Lithuania
Arturas Pitkauskas, ISM University of Management and Economics, Lithuania
Asta Pundziene, Prof. Dr., ISM University of Management and Economics, Lithuania
Tomas Sabaliauskas, Dr., ISM University of Management and Economics, Lithuania
Mindaugas Sinkevicius, ISM University of Management and Economics, Lithuania
Vida Skudiene, Prof. Dr., ISM University of Management and Economics, Lithuania
Agne Staciunaite, ISM University of Management and Economics, Lithuania
Rasa Stasiukynaite, ISM University of Management and Economics, Lithuania

Conference keynote speakers

Janet George
Director of Research Engineering
for Yahoo! Research,
USA

Nerijus Pacesa
President, ISM University of
Management and Economics,
Lithuania

Philip Benson
Professor,
New Mexico State University,
USA

Main themes of the conference

Customer-driven Innovation

Moderators: Janet George, Yahoo! Research, USA
Asta Pundziene, Prof. Dr., ISM University of Management and Economics, Lithuania
This section is devoted to innovation phenomenon that includes, but is not limited to the following topics:
Technology, customer and outcome driven innovation
Customer role in innovation process
Building product strategy based on customer contribution
Market place co-evolution and co-creation of value
Managing process of customer driven innovation

Business Models and Empowered Customer

Moderators: Benas Adomavicius, ISM University of Management and Economics, Lithuania
Kristina Maiksteniene, ISM University of Management and Economics, Lithuania
Margarita Pilkiene, ISM University of Management and Economics, Lithuania
This section will focus on understanding, visualizing and innovating business models within the context of the
increased customer power. The authors are welcome to submit their papers on a variety of business model related
topics including (but not limited to) the following:
Customer power shift as a driver of business model innovations
Managers„ understanding of business models
Methods of visualising or deciphering business models
Successes and failures of business model innovation
Successes and failures of taking a new business model into action
New business models in emerging markets
New business models based on customer co-creation
Creating a culture of business model innovations in an organization
Mechanisms and measures of business model success

Customer Loyalty Solutions

Moderators: Maciej Pietrzykowski, Dr., Poznan University of Economics, Poland
Vida Škudienė, ISM University of Management and Economics, Lithuania
Mindaugas Sinkevicius, ISM University of Management and Economics, Lithuania
This section will focus on Customer Loyalty Solutions. Participants are invited to present their papers on the following
topics:
Customer Service and its importance in the creation of organizational value
Customer loyalty in particular industries – variety of business models
Relationship Management
Customer loyalty programmes
Customer Loyalty in hard times
Education of employees for building relationship with customer
Cultural differences of Customer Loyalty
The role of technology for managing successful loyalty programmes
Strategies of developing and delivering effective loyalty programmes

Value Creation and Corporate Foresight

Moderators: Shawn M. Carraher, Prof. Dr., Cameron University, USA
Philip Amerman, Navigator Consulting, UK
Austeja Pilkaite, ISM University of Management and Economics, Lithuania
This section will focus on Value Creation and Corporate Foresight. Participants are invited to present their papers on
the following topics:
Value Creation Strategies in Emerging Markets
Corporate Foresight and forecasting
Strategies organizations use to create value in organizations
Financial Strategies organizations use to increase organizational value
Cases about value creation or corporate foresight
Regional resource needs for value creation
Organizational Sustainability
Entrepreneurship, Intrapreneurship, and Value Creation
Human resource management issues in value creation
Creating an organizational culture to enhance value creation
Corporate Social Responsibility, Ethics and Value Creation

Deadlines

Submission of Abstracts: 08/08/2011
Notification of Acceptance: 17/08/2011
Full Paper Submission: 19/09/2011

Abstract and paper submission

Papers will be selected on the basis of the structured abstract.

Abstract and the main information about author(s) should be submitted online:
www.ism.lt/bmra2011abstract

After the notification of the acceptance of the abstract, A FULL PAPER SHOULD BE:
• Developed under the requirements of Conference proceedings;
• Submitted by email to Jurga Duobiene ([email protected])

Conference journals

Best papers will be recommended to the Baltic Journal of Management, published by Emerald Group Publishing and accepted to Thomson Reuter (ISI) Social Science Citation Index (SSCI). Please find more information about the BJM at http://www.emeraldinsight.com/bjm.htm. Conference Proceedings will be published in cooperation with Emerald Group Publishing Ltd. It will be also available online. For example please visit conference proceedings of previous conferences at www.ism.lt/bmra/2010 and www.ism.lt/mmrc/2009.

Registration

Participants should register on-line (www.ism.lt/bmra2011)
Early bird registration - till August 22, 2011.
Registration deadline - September 19, 2011

Contact

Jurga Duobiene – regarding abstracts and papers submission
ISM University of Management and Economics
E-mail: [email protected]
Phone: +370 37 302 207, Fax: +370 37 400 155

Rasa Stasiukynaite – regarding registration and payment
ISM University of Management and Economics
E-mail: [email protected]
Phone: +370 37 302 207, Fax: +370 37 400 155

Mindaugas Jakucionis – regarding organizational issues
ISM University of Management and Economics
E-mail: [email protected]
Phone: +370 37 302 207, Fax: +370 37 400 155

About the host institution
ISM University of Management and Economics was established in 1999 as the first
privately owned institution of management education in Lithuania. The main founders
of ISM are BI Norwegian Business School, one of the largest business schools in
Norway, and Innovation Norway. ISM offers all levels of university studies: Bachelor
and Master studies, Doctoral programme and Executive education.
ISM today has 2 modern campuses in capital city Vilnius and second largest city
Kaunas and more than 1800 students. ISM was accredited with IQA (International
Quality Accreditation), ECTS Label, 4 palmes by Eduniversal (among Top 200
business schools).