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Meet the team


Roar Knüppel

Custom Field

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20 November


M: +45 30 93 58 33


We met Roar Knüppel for a chat about one of his big interests, start-ups.

  • Why are start-ups interesting from a strategy perspective? “Because their business models perform really well, and many learnings can be used in strategy formulation. That is the short answer. In the last decade, a new generation of business models have emerged with an offset from start-up hubs around the world. These companies have, in few years, reached big market shares and a massive scale. Objectively, they are doing something right and I believe that many of the characteristics seen in start-ups is applicable in established companies and their strategy formulation. New start-ups will undoubtedly disrupt industries in years to come and it will be very interesting to be part of that.”
  • What is the central struggle for clients? “As an example, we could look at some of the mutual characteristics in the success business models. They orchestrates a network (or platform) of peers who interact and share in the value creation. This can be products, relations, reviews, recommendations etc. So, if you’re a production company, I’m sure there will be tons of questions on how it’s possible to integrate network elements into their existing business. Also, I think the pace of new businesses will take some by surprise and a lot of old approaches needs to be reconsidered. Your competitors are not just the companies in your industry. If you asked a major hotel chain about their competitors in 2008, they probably would not have said a tech company. Being able to adapt and transform your business will be key in the years to come.”
  • If you were to highlight a few cases where we really made a difference in this space, what would they be? “I had the opportunity to work with one of UK’s biggest educational publishers who was concerned about product portfolio, which mainly existed of printed books and articles that they were not willing to cannibalise. They were also well aware that digitalisation had arrived they already created some digital content. We helped them design a new storefront and ways to bundle existing products with their digital offerings. This turned out to be a great new business with a new channel too.”