Designing innovative business models with a framework that promotes experimentation

Wrigley, Cara & Straker, Karla (2016) Designing innovative business models with a framework that promotes experimentation. Strategy and Leadership, 44(1), pp. 11-19.

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Purpose – Business models to date have remained the creation of management, however, it is the belief of the authors that designers should be critically approaching, challenging and creating new business models as part of their practice. This belief portrays a new era where business model constructs become the new design brief of the future and fuel design and innovation to work together at the strategic level of an organisation.

Design/methodology/approach – The purpose of this paper is to explore and investigate business model design. The research followed a deductive structured qualitative content analysis approach utilizing a predetermined categorization matrix. The analysis of forty business cases uncovered commonalities of key strategic drivers behind these innovative business models.

Findings – Five business model typologies were derived from this content analysis, from which quick prototypes of new business models can be created.

Research limitations/implications – Implications from this research suggest there is no “one right” model, but rather through experimentation, the generation of many unique and diverse concepts can result in greater possibilities for future innovation and sustained competitive advantage.

Originality/value – This paper builds upon the emerging research and exploration into the importance and relevance of dynamic, design-driven approaches to the creation of innovative business models. These models aim to synthesize knowledge gained from real world examples into a tangible, accessible and provoking framework that provide new prototyping templates to aid the process of business model experimentation.

Impact and interest:

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ID Code: 90382
Item Type: Journal Article
Refereed: Yes
Keywords: Business Model Canvas, Design-Led innovation, Content Analysis
DOI: 10.1108/SL-06-2015-0048
ISSN: 1087-8572
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2016 Emerald Group Publishing Limited
Deposited On: 16 Nov 2015 23:36
Last Modified: 17 Aug 2016 23:19

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