Business Model Innovation Roadmapping: A Structured Approach to a New Business Model

Abstract

Roadmapping is a structured approach to analyze an organization's business environment for potentially disruptive changes. Traditionally termed Technology Roadmapping (TRM) the approach is used as a management tool for planning, forecasting and administration. More recently firms apply the technique with a more general mindset to formulate business strategies for innovation that can address such disruptive changes. As part of their business strategy and to survive the intense competitive market environment an organization also needs to have an appropriate business model in place. However, to incorporate constantly changing market dynamics an organization needs to evolve and change their business model. This paper introduces a structured approach to business model innovation roadmapping that defines the transition path from a current to a desired business model. The purpose of the paper is to describe the process of developing a business model innovation roadmap and identify what structure (layers, components & time horizon) should be incorporated. The business model innovation roadmapping approach is proposed to serve an organization as a forecasting and planning tool that can identify potential gaps and also to recognize and act on events that require a change of direction in the actual (customer) value proposition.