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Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
Business model innovation in business to-business markets - procedure and examples upload
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Business model innovation in business to-business markets - procedure and examples upload

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Presentation of our research results: Business Model Innovation in Business-to-Business Markets - Procedure and Examples, Proceedings of the 3rd ISPIM Innovation Symposium: "Managing the Art of …

Presentation of our research results: Business Model Innovation in Business-to-Business Markets - Procedure and Examples, Proceedings of the 3rd ISPIM Innovation Symposium: "Managing the Art of Innovation: Turning Concepts into Reality", Quebec City, Kanada, 12-15. Dezember 2010.

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  • 1. Business Model Innovation in Business-to-BusinessMarkets - Procedure and ExamplesDaniel R.A. Schallmo, MBAProf. Dr. Leo BrechtHelmholtzstraße 2289081 Ulm, GermanyPhone: +49 731 50-32302Fax: +49 731 50-32309daniel.schallmo@uni-ulm.dehttp://www.uni-ulm.de/itop
  • 2. Business Model Innovation in Business-to-Business Markets - Procedure and ExamplesIntroductionResearch Objectives and Research QuestionsResearch objectives¡ procedure for business model development¡ generic business models for business-to-business marketsResearch questions¡ How can customer needs be derived for industries and included into customer driven industry business model innovation?¡ What do generic business models in business-to-business markets look like?¡ What does future and customer-driven company business model innovation look like and how can business models for an industry be integrated? © Schallmo, D. and Brecht, L. 2
  • 3. Business Model Innovation in Business-to-Business Markets - Procedure and ExamplesIntroductionResearch Approach¡ Case study research was made via desk research (homepage, brochures, press releases) for companies in business-to-business markets and structured within a data base.¡ Action research and focus group interviews were embedded in workshops of the “Centre of Excellence for Sales Management in Business-to-Business Markets”.¡ 7 to 10 practitioners from 3 companies¡ Different fields of expertise (market development, strategic planning and sales management)¡ 7 workshops were conducted from May 2010 to October 2010, 4-8 hours¡ Two interviewers permanently involved © Schallmo, D. and Brecht, L. 3
  • 4. Business Model Innovation in Business-to-Business Markets - Procedure and ExamplesIndustry Business Model Innovation Stage Gate ProcessDevelopment of the Procedure Customer needs Customer needs Industry business Industry business review focus review model vision model review • Evaluate customer • Evaluate customer review • Evaluate industry needs need focusses • Evaluate industry business model • Gate result is produced • Gate result is produced business model vision • Gate result is produced • Gate result is produced rework rework rework rework go go go Industry Initiation Gate 1 Stage 1 Gate 2 Stage 2 Gate 3 Stage 3 business model kill kill kill Customer needs Customer needs Industry business Industry business derivement in focus development model vision model development industry • Cluster customer development • Integrate ideas from • Analyze drivers needs • Derive industry literature (PESTEL) in macro • Describe customer business model visions • Integrate ideas from environment need custers • Describe reason, cases • Choose industry and • Derive tension pair intention and • Develop business derive forces in micro • Analyze customer sustainability of model elements environment need focus business model • Derive customer challenges and needs © Schallmo, D. and Brecht, L. 4
  • 5. Business Model Innovation in Business-to-Business Markets - Procedure and Examples Industry Business Model Innovation Stage Gate Process Application of the Procedure Provides market access in development, sourcing, production and sales; example: “German Centres” of three regional state lenders provide offices, legal advice, contacts etc. (German Centre, 2010). Market Provider Provides access to a network in order to Provides loans, leasing opportunities and Network Finance subsidies; example: “Trumpf” provides gain contacts and information; example: Provider Provider “Trumpf” provides a platform to customers advice for customers to access subsidies in order to buy/sell used machinery or “Rolls-Royce” provides pay per hour for (Trumpf, 2010). airplane engines (Trumpf, 2010 and Rolls- Royce, 2010).Provides qualified personnel, trainings Provides products and services thatand know-how; example: consultancies enable customers to act in a People Sustain- provide customers know-how for Provider ability sustainable way, uphold their code of several topics. “Manpower” provides Provider conduct and behave according to services such as trainings, test and compliance requirements; example:selection systems, temporary work and “Better Place” provides a network for recruitment of personnel. (Manpower, renting automobile batteries (Better 2010). Place, 2010). Service Product Provider Provider Provides product-related services along the Provides a modular system in order to fulfil complete value chain; example: “Implenia” individual needs; example: “Azo” provides provides services before, while and after modular food machines that are easy to the construction of a building and clean and quick to install (Azo, 2010). coordinates partners (Implenia, 2010). © Schallmo, D. and Brecht, L. 5
  • 6. Business Model Innovation in Business-to-Business Markets - Procedure and ExamplesSummaryContributions and Practical Implications¡ Industry business model innovation stage-gate process¡ Generic business models for business-to-business markets¡ Ideas for companies in order to adjust and innovate business models¡ Current understanding of business models, business model levels, business model environment and business model innovation¡ Application of procedure for other industries © Schallmo, D. and Brecht, L. 6
  • 7. Business Model Innovation in Business-to-Business Markets - Procedure and ExamplesSummaryLimitations and Further ResearchLimitations¡ research design challenges generalizabilityFurther Research¡ Study à analyze the current procedure of companies on BMI and existing business models in B2B markets.¡ Detailed development of the company business model innovation stage- gate process à financial and risk/opportunity issues.¡ Development of a procedure in order to derive processes for the business models developed. © Schallmo, D. and Brecht, L. 7
  • 8. Business Model Innovation in Business-to-Business Markets - Procedure and ExamplesSummaryResearch objectives¡ procedure for business model development¡ generic business models for business-to-business markets © Schallmo, D. and Brecht, L. 8
  • 9. Business Model Innovation in Business-to-Business Markets - Procedure and Examples Daniel Schallmo, MBA Prof. Dr. Leo Brecht Ulm University Faculty of Mathematics and Economics Institute of Technology and Process Management Daniel Schallmo, MBA Prof. Dr. Leo Brecht Helmholtzstraße 22 89081 Ulm, Germany Phone: +49 731 50-32302 Fax: +49 731 50-32309 daniel.schallmo@uni-ulm.de http://www.uni-ulm.de/itop © Schallmo, D. and Brecht, L. 9

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