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| Suitable for Growth
The Suitable for
Growth (SfG) Project
By suitable we refer to products and solutions that fit the needs and demands of the local
customers including suitable price. Suitable solutions are based upon deep customer in-
sights and not just on defeaturing Western products.
T
he SfG project is a joint effort by the Danish Industry
Foundation and the Universe Foundation. The project
seeks to strengthen the competitiveness of Danish SME's
by demonstrating a new approach to business development
aimed at the rapidly growing mid-market in China. Suitable
for Growth is a learning-by-doing project in which six Danish
companies are supported and studied as they each develop
a new offering, "suitable" for targeting mid-market custom-
ers in China. In this way, the SfG project is both a case of real
business development and a powerful learning experience for
the participating companies. During the business development
process, the teams are supported through educational sessions
with regional business schools, consultations with leading in-
novation experts and through frequent exchanges of experiences
among the participants. During the process, researchers from
the Universe Foundation are studying the progress of the partici-
pants' business projects. The research seeks to identify the key
factors determining the success ­ or failure ­ of each individual
project, as well as the commonalities and differences between
the projects.
While the short-term objective of the SfG project is to make the
participating companies innovate and develop new business
models and real solutions that are suited for the Chinese mid-
market customers, the more general, long-term objective is to
spread the knowledge and experiences to the Danish industry in
order to strengthen Danish competiveness and create more jobs
in Denmark.
Formation
Initiation
Start-up
Development
Evaluation
Roll-out
Follow-up
· Identify market need
· Establish local dev. team
· Appoint Company-level
project sponsor
· Development
· First boot camp in Asia
· Coordinate findings
· Evaluation conference
· Develop business idea
· Five boot camps
· Research good practice,
learning
· Publish scientific findings
· Build dissemination
· Run courses, forst round
1/7
2011
1/10
2011
1/1
2012
1/11
2013
1/2
2014
1/8
2014
31/12
2016
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