In Search of a Route Map: Exploring Business Model Innovation Processes in Established Firms

• Since the millennium, discussion of business models as important vehicles and sources of innovation has increased. This paper explores the process of business model innovation in seven established firms from various industries. The findings provide evidence that business model innovation can follow a purposeful, or an unintentional and emerging process. Purposeful business model innovation occurs under conditions of perceived threats and is characterized by greater uncertainty, and the parallel design and implementation of several new business model elements that are organized in a separate business. The analyses reveal also that when embarking on the emerging process, the intention of managers was not necessarily to renew the firm's business model but rather to work on the design and development of a new value proposition. However, the complementarities among business model elements directed their attention to the changes required in other business model elements which ultimately resulted in a new business model as the process outcome. The main contribution of this paper is therefore to business model research by providing an explanatory, rather than prescriptive, approach to the process of business model innovation.

Ämnesord

TEKNIK OCH TEKNOLOGIER  -- Annan teknik -- Övrig annan teknik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Other Engineering and Technologies -- Other Engineering and Technologies not elsewhere specified (hsv//eng)

Nyckelord

Business model innovation; process; innovation management; strategy; case study

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)