Vicenç Hernández / Economist. PhD in Economic Psychology. CEO of Tecnotramit and Treshabitat.Innovation involves much more than applying technology to a particular internal or external process. Technology is a means, not an end, and for its implementation to be disruptive it requires a pre and a post. The pre is a change in the company’s organisational culture, the post is a change in the business model, which describes the basis on which a company creates, provides and captures value. Digital technology makes it possible to generate new business models which, in turn, create a new type of customer value in a new way. According to behavioural economics, people perceive value in two different ways. Acquisition value.Transaction value
[1]. Acquisition value is based on standard economic theory and is comparable to what economists call “consumer surplus”. This term indicates the difference resulting from measuring the satisfaction of the object obtained and subtracting the opportunity cost of that which has been renounced. For a cold person, acquisition value is everything. A purchase will produce an abundance of acquisition value if, and only if, the buyer values the purchase far more than the money he has had to spend in return, thus providing satisfaction or meeting a need. But people in general also tend to value another aspect of the purchase: the perceived quality of the transaction. And that is precisely what the transa
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