Business Model Management Typologies–Cognitive Mapping of Business Model Landscapes

Abstract

Business model management is critical in the development of business models aimed to launch innovations and generate high venture performance. This study presents the use of personal construct theory and the repertory grid methodology, a new technique to explore central factors in entrepreneurs’ business model management. We identify typologies for business model management and underlying logics of these typologies. The study advances the business model literature in several ways. First it contributes with visualisation of entrepreneurs’ business model management and hence adds dimension of business model management. Second, theories and methods from cognitive psychology contribute to the literature with new knowledge on business model management. Repertory grid methodology, developed from Personal construct theory, enable identification of entrepreneurial cognitions of business models. Through 11 semi-structured interviews with serial entrepreneurs in the mobile service sector, this paper contributes with a framework that advances the business model literature by identifying business model management strategies and its defining features. Three categories are identified including six types of business model management strategies for navigating management of business models. The identified categories are: 1) “Comprehensive management” characterized by various levels of complexity, uncertainty, and variation, 2) “Risk management” characterized by various types of risks e.g. business, financial and social, and 3) “Resource management” characterized of various types of capital; e.g. financial, social, human, and innovation. The business model management typologies may assist entrepreneurs to reflect on their business model design and management. This study suggests that the repertory grid technique may be useful in understanding business model management.