The Gordian Knot Innovating the Business MOdel
PURPOSE The innovation of the business model is the number one growth and profit driver for the firm by far1. Although theory has produced dozens of different definitions of what a business model is2, there is still no convincing methodology about how to create, design and innovate it (a synthetical task) while analytical approaches abound. Typically, the tacit assumption is that defining and analyzing the parts of the business model will lead to a design approach3, 4 — while the real task is to design the links. This paper provides a methodology and dynamic approach for business model design based on insights that further develop classical theory. METHODOLOGY The article departs from a set of ten proposals that challenge the actual state of strategic science. These proposals are applied in an eight-step designing process and aim to show their usefulness for the vital task of innovating the business model of a firm. FINDINGS Business model design and strategizing have to be strictly linked methodologically and processwise. Applying the “stakeholder strategizing approach presented here creates the stepping stones for systematical business model innovation and safeguards implementation. ORIGINALITY/VALUE The paper challenges core assumptions of classical theory that have stood undisputed since long. It shows how a further development of these views allows for convincing results when it comes to business model innovation. Thus the paper opens the door to research and further development in the strategic as well as the change management arena and probably sets new goals for strategic market research. PAPER TYPE Conceptual paper, presenting a theoretical concept and translating it into a practical process.
Michael Schindl
Annual Conference of the Academy of Innovation and Entrepreneurship 2011 Tsinghua University, Beijing, China
国际会议
北京
英文
1-21
2011-07-01（万方平台首次上网日期，不代表论文的发表时间）