Future Approach to Find Business Model Orientation for Technological Businesses

Abstract

Nowadays, the competition is not only among technological businesses but among business models as well. Previous researches have pursued the concept of future business model through future methodologies with respect to specific cases but the literature does not suggest the successful orientation of business model components under future plausible scenarios with the macro analysis level. This paper suggests an approach for making the best orientation of the new technological firms’ business model components to be clear for the future. In this regard, after reviewing related literature, the industry ecosystem uncertainties should be explored in order to introduce four scenarios based on expert ideas and secondary data. Subsequently, the priority of elements of business model components will be analyzed based on each scenario. Business model components are reduced to value proposition and revenue model in this paper since the core part of the business model is proposing the value and capturing it via revenue model. This study is a quantitative research supplemented with quantitative measures with regard to its data collection method. The successful orientation of future business model is induced through a prioritizing method (GAHP) to attain the priorities of business model attributes for each element of business model components in each scenario. Entrepreneurs can map the priorities of the business model elements on designing the specific revenue model and value proposition of their own company.