Thinking About Business Model Innovation - Universiteit essay. About Business Model Innovation: ......

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Transcript of Thinking About Business Model Innovation - Universiteit essay. About Business Model Innovation: ......

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    MASTER THESIS

    Thinking About Business Model Innovation:

    Innovation Approaches in the Emerging Wearable Technology Industry

    JONAS VOSSLER June, 2015 Chairs Industrial Engineering and Business Information Systems School of Management and Governance Examination Committee Prof. dr. ir. L.J.M. Bart Nieuwenhuis (UT) Dr. M.L. Michel Ehrenhard (UT)

    Prof. Dr. Katharina Hlzle (TU) Dr. Martin Kamprath (TU)

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    Table of Contents

    1 INTRODUCTION ................................................................................................................ 6

    1.1 Research Context ...................................................................................................... 6

    1.2 Justification for Research ......................................................................................... 7

    1.3 Research Purpose and Research Questions ........................................................... 9

    1.4 Research Design ..................................................................................................... 10

    1.5 Definitions and Delimitations ................................................................................. 11

    1.5.1 Wearable Technology ....................................................................................... 11

    1.5.2 Emerging Industries ......................................................................................... 11

    1.5.3 Entrepreneurial Ventures ................................................................................ 12

    1.6 Outline of the Thesis ............................................................................................... 13

    2 THEORETICAL BACKGROUND ...................................................................................... 14

    2.1 Business Models and Innovation ............................................................................ 14

    2.1.1 From Strategy to Business Models ................................................................. 14

    2.1.2 Business Model Design .................................................................................... 16

    2.1.3 The Business Model as a Tool for Strategy Analysis ..................................... 18

    2.1.4 Business Model Dynamics and Innovation ..................................................... 19

    2.2 Business Model Environments ............................................................................... 22

    2.2.1 Conceptualizing the Business Model Environment ....................................... 22

    2.2.2 The Business Model Environment Template .................................................. 24

    2.3 A Conceptual Framework for Business Model Innovation in Emerging Business Environments................................................................................................................. 27

    2.4 The Cognitive Perspective on Business Models and Environments .................... 30

    2.4.1 Business Models as Cognitive Structures ...................................................... 30

    2.4.2 Environmental Frames .................................................................................... 31

    3 LITERATURE REVIEW .................................................................................................... 32

    3.1 Environmental Factors and Business Model Innovation ...................................... 32

    3.2 Environmental Conditions and Business Model Innovation ................................. 33

    3.3 Managerial Cognition and Business Model Innovation......................................... 36

    4 METHODOLOGY .............................................................................................................. 38

    4.1 Research Approach and Design ............................................................................. 38

    4.2 Research Process ................................................................................................... 39

    4.3 Scenario Method ...................................................................................................... 41

    4.3.1 Scenario Development Approach .................................................................... 41

    4.3.2 Scenario Development Process and Methods ................................................ 42

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    4.4 Qualitative Interviews .............................................................................................. 49

    4.4.1 Sampling and Acquisition of Interview Partners ............................................ 49

    4.4.2 Data Collection ................................................................................................. 51

    4.4.3 Data Analysis .................................................................................................... 53

    5 SCENARIO ANALYSIS .................................................................................................... 57

    5.1 Description of Key Driving Forces .......................................................................... 57

    5.2 Scenario Narrative: Vortex of Change.................................................................... 61

    6 RESULTS - Business Model Innovation Approaches in the Emerging Wearable Technology Industry .......................................................................................................... 64

    6.1 Defensive Evolution ................................................................................................. 65

    6.1.1 Summary ........................................................................................................... 65

    6.1.2 Environmental Frame ...................................................................................... 65

    6.1.3 Business Model Innovation Schema ............................................................... 69

    6.2 Proactive Adaptation ............................................................................................... 71

    6.2.1 Summary ........................................................................................................... 71

    6.2.2 Environmental Frame ...................................................................................... 72

    6.2.3 Business Model Innovation Schema ............................................................... 76

    7 SUMMARY AND DISCUSSION ....................................................................................... 81

    7.1 Summary of Key Findings ....................................................................................... 81

    7.2 Contributions ........................................................................................................... 84

    7.3 Limitations and Future Research .......................................................................... 87

    8 BIBLIOGRAPHY............................................................................................................... 89

    9 APPENDIX ......................................................................................................................100

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    List of Figures Figure 1: The role of the business model in the firm (adopted from Osterwalder, 2004, p. 16) ................................. 15

    Figure 2: Business Layers (adopted from Osterwalder, 2004, p. 14) ........................................................................... 16

    Figure 3: Osterwalders Business Model Canvas (Osterwalder and Pignuer, 2010, p. 44) ......................................... 18

    Figure 4: The Business Model Environment (based on Schallmo, 2013, p. 37) ........................................................... 23

    Figure 5: The Business Model Environment Template (based on Kamprath & van den Broek, 2015) ....................... 26

    Figure 6: Conceptual Framework for Business Model Innovation in Emerging Business Environments ................. 29

    Figure 7: Fit between Environment and Business Idea (adopted from van der Heijden, 2005, p. 62) ......................... 40

    Figure 8: Overview of the Research Process ................................................................................................................ 41

    Figure 9: Driving Forces in the Wearable Technology Industry ................................................................................... 45

    Figure 10: Cross-Impact Matrix (Excerpt) .................................................................................................................... 46

    Figure 11: System Grid .................................................................................................................................................. 47

    Figure 12: Overview of Key Driving Forces in the Wearable Technology Industry ...................................................... 48

    Figure 13: Steps of deductive category assignment (adopted from Mayring, 2000, para. 14) .................................... 54

    Figure 14: Steps of type-building content analysis (adopted from Mayring, 2014, p. 106) .......................................... 56

    Figure 15: Overview of the Vortex of Change Scenario ............................................................................................. 61

    List of Tables Table 1: Business Model Evolution, Adaptation and Innovation (adopted from Saebi, 2014, p. 151) .......................... 21

    Table 2: Contingencies between environmental dynamics and business model change (based on Saebi, 2014) ...... 35

    Table 3: Overview of the Interview Sample ........................