2.business Model Innovations PDF
2.business Model Innovations PDF
2.business Model Innovations PDF
1 Introduction
Fast information explosion and its global business application leads to the higher
specialization and fragmentation of the research fields. Many new knowledge,
technologies, materials and innovations are coming to he market in shorter time
cycles and the engineers have to solve more complex products and processes under
the higher time pressure (Fig.1.)
Fig.1 - Time pressure and complexity increase
In the framework of the Research Project Performance of Enterprises, Public Sector
Institutions, Clusters and Regions (Reg. Number : CZ.1.07/2.3.00/ 20.0147) On the
Thomas Bata University were analysed the main theoretical trend and practical issues
in the area of business models and their innovations (Fig.2.)
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
Fig. 2. Research methods
The growing number of publications about business models start between 1998 and
2001, but the first use of this term documented Osterwalder,A., et al (2005) in 1957.
The business model theory and practice develops in parallel with the entrepreneurs
knowledge and organizational structures for creating value by exploiting external
opportunities and internal resources (e.g. Johnson, M.W. et al, 2008, Amit and Zott,
2001; Garnsey et al., 2008; Morris et al., 2005; Osterwalder, A, Pigneur,Y, 2010,
Maurya, A, 2012.
Many definitions of business models have been proposed (Hamel 2000; Rappa 2006;
Weill and Vitale 2001, Chesbrough and Rosenbloom 2000; Osterwalder et al. 2002;
Mahadevan 2000).
Shafer, S. M., et al. 2005 have found 12 relevant definitions in established
publications and 42 different business model components: unique building blocks or
elements. Zott, Ch., Amit, R., Massa,L. (2010) reviewed 1177 papers focused on
business models and identified different definitions and applications areas of business
models. The authors deeply analysed 103 most relevant publications where they
identified the common fundament of the business models:
1. The business model as a new unit of analysis
2. a holistic perspective on how forms do business
3. an emphasis on activities
Chesbrough,H. (2010) explored the barriers to business model innovation, including
conflicts with existing assets and business models, as well as cognition in
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
understanding these barriers. He described leadership of change and processes of
experimentation to overcome these barriers.
Johnson, M. W., Christensen, C., C., Kagermann, H. (2008) defined four element of
the successful business model and advise these steps to determine whether your firm
should alter its business model:
1. Articulate what makes your existing model successful. For example, what customer
problem does it solve? How does it make money for your firm?
2. Watch for signals that your model needs changing, such as tough new competitors
on the horizon.
3. Decide whether reinventing your model is worth the effort. The answers yes only
if the new model changes the industry or market.
Mark Johnson (2010) describes in his book Seizing the White Space (2010) the
application of this concept to fulfill unmet customer jobs in your current market, to
serve entirely new customers in new markets, or to respond to tectonic shifts in
market demand, government policy, and technological capabilities that transform
entire industries.
D.J. Teece (2010) writes, that designing good business models is in part an art. The
chances of good design are greater if entrepreneurs and managers have a deep
understanding of user needs, consider multiple alternatives, analyze the value chain
thoroughly so as to understand just how to deliver what the customer wants in a cost-
effective and timely fashion, adopt a neutrality or relative efficiency perspective to
outsourcing decisions, and are good listeners and fast learners.
Demil, B., Lecocq, X (2014) analysed how business models and their innovations
may disrupt competition and create competitive advantage and presented the rise and
fail of an open business models.
Tab.1 - Summary of the literature review
Source Business Model Business Model Purpose and Basic Ideas
Definition
Zott, Ch., The business model Business models have been mainly
Amit, R., despicts the content, employed in three areas:
Massa,L. structure, and 1. e-business and the use of information
(2010): The governance of technology in organizations
Business transactions designed
model: so as to create value 2. Strategic issues, such as value creation,
Theoretical through the competitive advantage, and firm
roots, recent exploitation of performance
developments, business 3. Innovation and technology management.
and future opportunities
research. IESE
Business
School.
- Many companies are focused on the traditional cost saving strategies, increasing
process productivity or product innovations, but they have problems in balancing
of all the elements of the business model and network optimisation between the
individual corporate business models (Fig.3.).
- Corporate business models are managed as the static, mechanical and linear
processes and they waste time, money, and effort building the wrong product
without receiving real feedback from the customers.
- Strong standardization and process organisation, bureaucracy, many audits and
inspections, fear of taking the risk in innovations limit flexibility and fast
responsiveness on external market opportunities. Corporate managers often try to
optimize the visible structure of the company and dont realy understand its
invisible real organisation (Fig.5.)
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
Fig.3 - Dynamic Balancing of the Business Model Networks
Fig.4. Traditional linear, mechanical product innovation process versus iterative
living innovation organisation
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
- In the last 5 years the companies are increasing their focus on the development of
human potential in the corporation. They invest more attention into development
of knowledge and talents, improving four human potentials (physical, intelectual,
emotional and moral) and motivation factors as freedom and autonomy, mastery
and purpose.
Fig.5 - Visible and invisible part of each company
All systems contain contradictions - something gets worse as something gets better
(e.g. strength versus weight). Traditional approach usually accepts a compromise or a
trade-off, but this is often not necessary. Powerful, breakthrough solutions are the
ones that dont accept the trade-offs. Such solutions are actively focused on
contradictions and they are looking for ways of eliminating the compromise.
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
Fig.6.: Overcoming tradeoffs through contradictions (Linde)
Fig. 8 - Changing of markets and competitive factors
The fathers world of the business has been changed radically in the recent years. The
old world of compromises (e.g. quality OR price, customization OR delivery time)
has been replaced by the new world where the tradeoffs are not accepted. When you
have two options take both! This is the new rule of success on the market.
Customer value distinguishes the innovation from the simple change. But the
innovation is not to be only a breakthrough technical solution. Generation of technical
changes on the product or technological advantage in the production process have not
necessarily led to success. Many companies have a perfect product, produced by an
excellent technology. They have the only limitation the customers dont buy them,
because they dont see any reason to buy them. They did not find the customer value.
Innovation must generate something new for the customer life simplification, risk
elimination, convenience, better price, fun, image and emotions, style or
environmental friendliness.
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
D.Mann defines two ways of thinking regarding innovations:
Trade-Off Thinking Breakthrough Thinking
High Quality OR Low Cost High Quality AND Low Cost
Affordable OR Customized Affordable AND Customized
First Cost OR Life Cycle Cost First Cost AND Life Cycle Cost
Flexible OR Rigid Flexible AND Rigid
Big OR Small Big AND Small
Adaptor OR Innovator Adaptor AND Innovator
A OR B A AND B
The WOIS approach developed by H.Linde has been successfully used in
breakthrough product, process and business innovations in many companies (e.g.
BMW, Braun, Hilti, Viking, etc.).
The main elements of the WOIS innovation methodology are:
1. Definition of the strategic orientation
2. Definition of contradictions. Answers to the questions -What and Why?
3. Solution of contradiction (46 innovation principles, technical and physical
contradiction, solution maps, laws of evolution, bionics). Answers on the
questions How?
4. Concurrent innovations in product, processes, organization, resources and
marketing.
5. Implementation and evaluation
The basic conditions and principles of successful innovation using WOIS are:
- The innovation project starts with deep analyses - market analysis, product
trends, analysis of technological trends, process analysis, analysis of
production and assembly trends, trends in sales and service systems, analysis
of the product as a system and its environment, analysis of system functions,
analysis of existing solutions (patents, competitive solutions, solutions of other
areas, generation of solution maps, benchmarking), analysis of system
generations and evolution.
- Integrated, team based design and development process marketing
concept, product and process are designed by the same multifunctional
team (marketing, design, process planning, production, logistics,
controlling, customer).
- Use of the knowledge of the system evolution and system generations
strong orientation on the past and future development trends. Not only a
new products or processes are created, but also the knowledge and strong
learning effect is generated through the innovation process.
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
- Culture of creativity, acceptance of failures, space for experiments,
prototypes, testing new ideas.
Fig. 9 - Contradiction based innovation strategy WOIS (Linde)
5 Conclusion
There are some new paradigms on the beginning of the new world of business.
Companies which will be able to use these opportunities will have a higher chance to
survive.
Yesterday Tomorrow
Corporate strategy Productivity Innovation
Corporate processes Standardization Improvement
Change Best practices, benchmarking, New Practices Blue
management focus increase customer value Ocean, create new
customer value
Employees Focus on the empolyees Focus on the employees
muscles (peformance heart (self motivation,
physical intelligence) and emotional intelligence)
brains (kaizen mental and soul (moral and ethics
intelligence) soul intelligence)
Competitive factors Hardware, software Brainware, co-ware
Corporate culture No mistake and error culture Culture of trials and
experiments
Intercorporate Competition, fight Co-operation, partnership
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
relationships
Improvement Lean Manufacturing, Six Systematic Innovation,
concepts Sigma, TOC Lean Product Development
Innovation focus Product and Process innovation Business and Thinking
Innovation
Management focus Quality, Productivity, Innovation and Knowledge
Flexibility Management
Management Management by objectives, Management by
principles process and project opportunities, company as
management a living organism
References:
1. Amit, R. & Zott, C. (2001). Value creation in e-business. Strategic
Management Journal, 22 (67), 493520.
10. Johnson, M. W., Christensen, C., C., & Kagermann, H. (2008). Reinventing
your business model. Harvard Business Review, 86, 50- 59.
11. Johnson, M. W. (2010). Seizing the White Space. Harvard Business Press.
ICFE 2014 - The International Conference on Finance and Economics
Ton Duc Thang University, Ho Chi Minh City, Vietnam
June 2nd - 4th, 2014
12. Linde,H., Herr, G., & Rehklau, A. (2005). Contradiction Oriented
Innovation Strategy. Wois Institut Coburg.
13. Magretta, J. (2002). Why Business Models Matter. Harvard Business
Review, 3-8.
14. Mahadevan, B. (2000). Business Models for Internet-based E-commerce: An
Anatomy. California, Management Review, 42 (4), 55-69.
17. Morris, M., Schindehutte, M., & Allen, J. (2005). The entrepreneurs
business model: Toward a unified perspective. Journal of Business Research,
58 (6), 726735.