Abstract
The goal of this paper is to validate a business model methodology in practice. The goal of the business model methodology is to generate new business models with disruptive potential by overcoming the blindness of organizations mindset. In total nine focus group workshops in automotive, home appliances and high-tech industry with defined tool set and methods are processed. By conducting the workshops in practice several methods of the theory could be validated and points of improvement identified.Among other findings, the applied methods of the new business model methodology are successful in identifying relevant levers for disruption. Even several starting points for new disruptive business models are found.In addition, the workshop participants’ feedback implicate that in contrast to other studies aligning the process of overcoming the organizational mindset within the business model innovation process, is more effective than implementing a prepending phase to it.In summary, the present research aims at contributing to the research gap within science regarding the consideration of organizational mindset within business model innovation. Conclusively, it becomes obvious that, while this research delivers a methodology, which serves as an indication on how to close the research gap of acknowledging organizational mindset within the beginning of the innovation process, further significant research gaps remain to be investigated. Thus, two research gaps are identified. First, the later stages of the business model innovation need further investigation. Secondly, the challenge of organizational mindset in the later steps have also not received sufficient scientific interest as yet.
Highlights
1.1 The Challenge of Disruptive Thinking and New Technologies “One secret to maintaining a thriving business is recognizing when it needs a fundamental change." Johnson, Christensen, and Kagermann (2008, p. 50)Netflix increased its market value more than 50 billion dollars this year and is more worth than the established company Disney (Shapiro, 2020)
This section covers the theoretical basis in form of definitions, business model, business model innovation theory itself as well as the current research state of organizational mindset
Reviewing current literature reveals that, while earlier research focused on the definition of business models, more recent studies shift towards the design and implementation of business models (Stampfl, 2016, pp. 24-25)
Summary
1.1 The Challenge of Disruptive Thinking and New Technologies “One secret to maintaining a thriving business is recognizing when it needs a fundamental change." Johnson, Christensen, and Kagermann (2008, p. 50)Netflix increased its market value more than 50 billion dollars this year and is more worth than the established company Disney (Shapiro, 2020). In reference to UȚĂ (2020), Netflix changed how and what people watch They disrupted the cable TV industry through technological innovations like digital streaming and machine learning. This is just one example of a challenger threatening a whole industry with a so-called disruptive business model. Spotify with its audio streaming offerings put the music industry under pressure and Kodak got kicked off the market by competitors who, in contrast to them applied business models around digital photography even through Kodak held all relevant patents In all of the cases businesses of incumbents got threatened significantly to the point of total destruction
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