CASE STUDY 01
The Big Biz Model perspective of connecting accounts beyond individual-customer sales became organizational knowledge.
Client Context
What the B2B organization at Samsung Electronics Korea Headquarters needed was not to learn yet another sales technique. Account managers needed to look beyond their own customer accounts and develop a perspective that would let them connect multiple customers and business opportunities to propose larger business structures.
Transformation Design
Drawing on business model patterns and a business design perspective, The Innovation Lab applied the Big Biz Model framework to the workshop, enabling participants to consider customer segments, partners, and revenue streams together rather than focusing on individual products or transactions. Participants explored opportunities that could be connected beyond their own accounts and structured them into reusable business model concepts.
Changes in Decisions · Actions
As a result, more than 70 potential business models were identified and stored in an internal knowledge database. The program manager reported that employees subsequently showed greater understanding and confidence when discussing business models with other group companies. This case shows how the workshop went beyond a one-off training session to become a shared business language and an organizational asset grounded in a common perspective.
Key Proof Points
- 70+ potential BMs identified
- Built into an internal knowledge database
- Improved B2B staff’s understanding of and confidence in BMs