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NNT : 2017SACLC077 Interfaces : Approches Interdisciplinaires NNT : 2017SACLC077 THESE DE DOCTORAT DE L’UNIVERSITE PARIS-SACLAY PREPAREE A L’ECOLE CENTRALESUPELEC ECOLE DOCTORALE N° 573 Interfaces : approches interdisciplinaires / fondements, applications et innovation Spécialité de doctorat : Sciences et technologies industrielles Par Mme Sonia Ben Hamida Innovate by Designing for Value – Towards a Design-to-Value Methodology in Early Design Stages Thèse présentée et soutenue à l’école CentraleSupélec, université Paris-Saclay, le 14/12/2017 : Composition du Jury : Mme Claudia Eckert, Professeur en Conception, Open University, Présidente M. Olivier de Weck, Professeur d’Aéronautique, d’Astronautique et d’Ingénierie Système, MIT, Rapporteur M. Benoît Eynard, Directeur Innovation & Partenariats et de l'Institut de Mécatronique, UTC, Rapporteur M. Yves Pigneur, Professeur en Business Model, Design et Innovation, HEC UNIL, Examinateur M. Bernard Yannou, Directeur du Laboratoire de Génie Industriel, CentraleSupélec, Examinateur M. Alain Huet, Chef du service Architecture de Systèmes Complexes, ArianeGroup, Examinateur M. Jean-Claude Bocquet, Professeur en Conception, CentraleSupélec, Directeur de thèse Mme Marija Jankovic, Maître de Conférences en Conception, CentraleSupélec, Co-directrice de thèse Acknowledgments I am reaching the end of this exciting, inspiring, and unforgettable journey which was only possible thanks to the wonderful people who accompanied me along the way. I would like to take the opportunity to express my sincerest gratitude to my academic advisors Prof. Dr. Marija Jankovic and Prof. Dr. Jean-Claude Bocquet for the time they spent with me to frame and shape this research project as well as for the guidance and continuous encouragement throughout the years, and to my colleagues at Airbus Safran Launchers for the feedback and inspiration they gave me. I would like to thank Christophe C., Patrick D., Shahrzad L., and André A. for giving me the opportunity to pursue my dreams. Thank you to my colleagues from Airbus Group Innovations: Yves B. Eric D., Anne M., Fatima I., Clotilde M. Thank you to Cornelius Z., Pierre- Nicolas G., Aurélien P., Franco C., Simone S., Suzanne B., Yoann D., Marie-Sophie H., Joost V. -T., Agata J.-P., Maria M., and Hélène B. for involving me in their innovative projects. I would like to give a special thanks to the people who supervised and guided me: Gérard A., Eugenio F., Vincent C., Denis C., Alain H., Fabienne R., and Martine C. Thank you to my fellow Ph.D. colleagues, Guillaume Lamé, Ouail Al Maghraoui and Andreas Hein, for the feedback and inspiration they gave me, for the fun time we had together, and for their friendship. Finally, I would like to thank my parents, my brother and Mathieu for their ongoing support, for their faith in me, and the love they give me. Bibliographical Note Sonia Ben Hamida has been working as a Systems Engineer since 2011 at Airbus Safran Launchers (ASL), the European leader in space transport. First, she took part in the Single European Sky Air traffic management Research (SESAR) program for 2 years. Then, she started a Ph.D. in partnership with the SystemX research institute and the École CentraleSupélec – one of the top French research institutes in system design. Her research focuses on how to design value proposition for new businesses under uncertainty. Sonia holds an engineer’s degree in aerospace from the French Civil Aviation grande école. She is a Certified System Engineering Professional (CSEP) from the INCOSE and a member of the Design Society. She I am currently involved in concept studies and business innovation projects at the Innovation House of Airbus Safran Launchers. Table of Contents Acknowledgments .................................................................................................................... II Bibliographical Note ............................................................................................................. III List of Figures .......................................................................................................................... X List of Tables ........................................................................................................................ XVI List of Abbreviations ................................................................................................................ 1 1 Introduction ..................................................................................................................... 2 1.1 Context and Motivation .................................................................................................... 2 1.2 Aim and Scope .................................................................................................................. 3 1.3 Research Design – Methodology ...................................................................................... 5 1.4 Significance of the Study .................................................................................................. 6 1.5 Structure of Dissertation ................................................................................................... 7 2 Background ..................................................................................................................... 9 2.1 Introduction ....................................................................................................................... 9 2.2 The Importance of Early Design Stages ........................................................................... 9 2.3 Barriers to Innovation ..................................................................................................... 13 Business Model Design & Innovation ............................................................. 14 The Lack of Interactions Between Business Design and System Design ........ 15 2.4 The Notion of Value ........................................................................................................ 19 2.5 Value-Oriented Design Approaches ................................................................................ 20 Value Engineering ............................................................................................ 21 Design-to-Cost ................................................................................................. 22 Value Driven Design ........................................................................................ 22 Design-to-Value ................................................................................................ 24 2.6 Research Gap: Areas of Relevance and Contribution ..................................................... 24 V Table of Contents 3 Industry Challenges in Early Design Stages of Complex Systems ................. 26 3.1 Introduction ..................................................................................................................... 26 3.2 Research Approach ......................................................................................................... 26 Select Research Methods ................................................................................. 29 Collect Data ...................................................................................................... 30 Analyze Data .................................................................................................... 36 Validate Industrial Challenges .......................................................................... 36 Draw Conclusions ............................................................................................ 37 3.3 Results............................................................................................................................. 37 Eliciting Stakeholders’ Values .......................................................................... 39 Aligning Business and System Design ............................................................. 40 Mapping Values to Design Alternatives ........................................................... 41 Characterizing Value-Oriented Design Decisions ............................................ 42 3.4 Conclusion ...................................................................................................................... 46 4 ValYOU methodology: Innovate by Designing for Value in Early Stages ..... 47 4.1 Introduction ..................................................................................................................... 47 4.2 The ValYOU methodology ............................................................................................. 48 Understand What Stakeholders Want ............................................................... 51 Analyze What Competition Offers ................................................................... 51 Generate Value Propositions ............................................................................ 52 Select “Best” Value Proposition ....................................................................... 52 4.3 Conclusion ...................................................................................................................... 53 5 ValSearch: Qualitative Market Research for Business Model Design .......... 54 5.1 Introduction ..................................................................................................................... 54 5.2 Background ..................................................................................................................... 56 The Strengths and Limits of Business Model
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