"NOTHING CHANGES IF NOTHING CHANGES" - Tension between user needs and the value proposition of bioeconomy companies

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Lehrstuhl für Innovation, Strategie und Organisation


Few industries are considered to have as much potential for development as biotechnology, and it is the multitude of applications in therapeutics, diagnostics, genetically modified agricultural crops, processed foods, bioremediation, waste treatment, and energy production that seem to further support this. In addition, biotechnology also offers the opportunity to shift industry to a new feedstock base and thus contribute to the resource transition. However, the long-term success of a structural change depends largely on customer acceptance and perceived benefits. Therefore, the value proposition that a company promises its customers with a particular product or service plays a decisive role.

The value proposition of an innovation ecosystem can be designed and structured in many different ways. Sometimes specific technologies form the anchor of a value proposition (e.g. hydrogen or blockchain technology), in other cases regional weaknesses are turned into strengths (e.g. digital healthcare in structurally weak areas). As versatile as regional value propositions can be, so are their developments. However, it is important to note that a value proposition is always developed from the region for the region. The value proposition and its technical feasibility, unique position and demand are thus decisive for sustainable and self-sustaining regional structural change.

The aim of your thesis is to map value propositions of the model region bioeconomy and to compare them with the characteristics of the region. Then it will be compared with the typology of regional value propositions and value propositions of other regions. For this purpose, the "Regional Value Proposition Canvas" will be used, which was specifically developed for value propositions of innovation ecosystems. Semi-structured interviews as well as secondary data such as concept papers and databases serve as data sources to capture the value proposition of the bioeconomy model region.

What we offer:
- Work on a current hot topic
- Collaboration in the BMBF-funded research project "Model Region Bioeconomy in the Rhenish Mining Area".
- Room for your own ideas and interests
- Development of your economic & scientific skills

If you are interested in the topic of biotechnological innovations and bioeconomy as well as in the area of regional value propositions, please send your CV, a letter of motivation and a current overview of your grades to

Keywords: Bioeconomy Biotechnology Innovations Regional Value Proposition Canvas