Result Report of the Study Business Development and Business Model Innovation - Status Quo and Future Developments

Abstract

During recent years, business development has become an institution and an important task in many companies, regardless of industry and focus. In the context of constant change, an increasing dynamic pressure to obtain new markets or customer groups and thus achieve additional growth will increase now and in the future. In most cases, new business ideas are not randomly generated but can be created methodically with the help of structured methods and procedures. As part of business development, the focal point of interest is set on the consideration of current and future business models as there is great potential for new growth opportunities. With the help of the business model approach, the customer value (value proposition) is put into the center of focus. It is important to carefully analyze and understand this in order to ultimately align all business activities to it and regularly check back afterwards. In addition, questions are asked as part of business model considerations regarding the generation of this value and the possibility of earning money with it. Innovation of the business model is one of the most important but also one of the most challenging tasks of strategic management in order to secure the company's future. A close link is necessary between the activities of business development and business model innovation in order to recognize the needs of the market and to fully utilize the potential of the current business model. The Chair of Innovation Management and Entrepreneurship at the University of Potsdam has carried out an empirical study on the topic of business development and business model innovation. 126 representatives from the areas of business development, corporate development, and strategy filled out our complete questionnaire regarding these two topics. With the help of the study, the relationship between business development and business model innovation could be identified and challenges and future developments were determined.