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A Study on Technology Innovation and Buisness Model Design:
The Case of Air Conditioner System in the Fast-Food Restaurant Chain
Western Fast-Food Restaurant,Intelligent Energy Saving Controller,Customer Value Proposition,Business Model,
|Publication Year :||2014|
The service industry across the Greater China Region has been growing rapidly in recent years. The restaurant and food service industry has gradually evolved from local independent stores to group chain brands. The Heating, Ventilation, and Air-Conditioning (HVAC) system consumes about 30% of total energy consumption in a western fast-food restaurant. Furthermore, the numbers of dine-in customers between peak and off-peak hours are significantly different. Through the implementation of innovative technology and applications, restaurants could effectively lower the energy consumption of the HVAC system during off-peak hours. However, this technology has not been implemented by the fast-food restaurants because: A) the restaurants owners do not have the ability to develop an intelligent energy saving controller system; B) the value of energy saving in a single restaurant has been ignored.
This research proposes the development of the intelligent energy saving controller to reduce 90% of fresh air imported by the HVAC system in off-peak hours, thus effectively save the energy consumption. To successfully apply innovative energy saving technology, customer value and HVAC contractor’s profit must be mutually fulfilled in order to create a sustainable business model.
According to the findings, the research proposes installing the intelligent energy saving controllers for free to gain market share. The change of the business model is based on the value proposition that the client has the power of allocating the value created by the system with zero cost. The contractor in return gains market share for the ability to provide value-added service to the client. The increasing orders from the satisfied client could cover the contractor’s investment on R&D and generate its competitive advantage in the industry. This is a business model which could create value to both the client and the contractor.
|Appears in Collections:||臺大-復旦EMBA境外專班|
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