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What is the role of design-led innovation and design-led prototyping in developing novel business models?

Brunswicker, Sabine, Wrigley, Cara, & Bucolo, Sam (2012) What is the role of design-led innovation and design-led prototyping in developing novel business models? In Design? Proceedings of the 28th EGOS Colloquium, Aalto University & Hanken School of Economics, Helsinki, Finland, pp. 1-17.

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Abstract

Recently, ‘business model’ and ‘business model innovation’ have gained substantial attention in management literature and practice. However, many firms lack the capability to develop a novel business model to capture the value from new technologies. Existing literature on business model innovation highlights the central role of ‘customer value’. Further, it suggests that firms need to experiment with different business models and engage in ‘trail-and-error’ learning when participating in business model innovation. Trial-and error processes and prototyping with tangible artifacts are a fundamental characteristic of design. This conceptual paper explores the role of design-led innovation in facilitating firms to conceive and prototype novel and meaningful business models. It provides a brief review of the conceptual discussion on business model innovation and highlights the opportunities for linking it with the research stream of design-led innovation. We propose design-led business model innovation as a future research area and highlight the role of design-led prototyping and new types of artifacts and prototypes play within it. We present six propositions in order to outline future research avenues.

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ID Code: 53973
Item Type: Conference Paper
Keywords: design-led innovation, business models, business model experimentation, business model prototyping
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Management and Studio and Professional Practice (120303)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Business Information Systems (150302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2012 Please consult the authors.
Deposited On: 09 Oct 2012 11:09
Last Modified: 04 Apr 2013 13:41

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