Abstract
This research aims to investigate modern academic methodologies in business model innovation published 2015-2020. For this analysis a systematic literature review is conducted. As a result 14 academic methodologies are acknowledged and compared according to their process models. Moreover, the research takes a special focus on organizational mindset in business model innovation and how it is reflected in modern methodologies.The study reveals that all evaluated academic methodologies are different in accordance to their focus as well as their level of detail of their described process steps. Among other findings, the topic organizational mindset is mentioned in two out of the 14 academic studies as an important element for successfully implementing a business model innovation. This implicates that overcoming the organizational mindset of established companies as a main barrier in business model innovation is not systematically concerned in any of the selected modern studies.In summary, the findings of this paper point out that the current academic business model innovation methodologies are not appropriate and supplementary exploration has to follow. Thus, two research gaps are acknowledged. First, the lack of level of detail concerning the process steps. Secondly, the lack of systematic integration of organizational mindset in the business model innovation steps.
Highlights
1.1 The Pitfalls of Evolving New Businesses in the VUCA-World "The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes and their business model that make them good at the existing business, make them bad at competing for the disruption."- Bower&Christensen (1995)No matter the industry, one common phenomenon has been witnessed within the last years: start-up companies were able to disrupt existing markets in a way that forced incumbent companies to either leave the market or declare bankruptcy altogether (Rogers, 2016, p. 210)
The research takes a special focus on organizational mindset in business model innovation and how it is reflected in modern methodologies
3.1 Descriptive Results of Studies (n=14) The first research is focused on academic articles in English language covering the keyword “business model innovation” in the title
Summary
1.1 The Pitfalls of Evolving New Businesses in the VUCA-World "The reason why it is so difficult for existing firms to capitalize on disruptive innovations is that their processes and their business model that make them good at the existing business, make them bad at competing for the disruption."- Bower&Christensen (1995)No matter the industry, one common phenomenon has been witnessed within the last years: start-up companies were able to disrupt existing markets in a way that forced incumbent companies to either leave the market or declare bankruptcy altogether (Rogers, 2016, p. 210). Netflix aims at disrupting traditional television, with its streaming-service, which has more than 120 million subscribers around the world, but by allowing consumers to customize content with interactive story telling soon Another disruptive example, Airbnb, has initially started as a commission-based peer-to-peer platform, which connected low budget travelers with locals who offered couch surfing to afford their homes. Airbnb, has initially started as a commission-based peer-to-peer platform, which connected low budget travelers with locals who offered couch surfing to afford their homes These days, a considerable part of Airbnb’s listing consists of spaces that are not meant to be shared, ranging from low budget to luxury accommodations. Regarding these examples of disruption, inevitably provokes one fundamental question: how are initially small companies, such as Netflix and Airbnb, able to successfully challenge established, incumbent companies, despite having fewer resources (Christensen, Raynor&McDonald, 2015, pp. 44-53.)?
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