A Business Model Innovation Methodology for Established Organizations: Systematic Theory Validation

Abstract

The goal of this paper is to validate a business model methodology in practice. The goal of the business model methodology is to generate new business models with disruptive potential by overcoming the blindness of organizations mindset. In total nine focus group workshops in automotive, home appliances and high-tech industry with defined tool set and methods are processed. By conducting the workshops in practice several methods of the theory could be validated and points of improvement identified.Among other findings, the applied methods of the new business model methodology are successful in identifying relevant levers for disruption. Even several starting points for new disruptive business models are found.In addition, the workshop participants’ feedback implicate that in contrast to other studies aligning the process of overcoming the organizational mindset within the business model innovation process, is more effective than implementing a prepending phase to it.In summary, the present research aims at contributing to the research gap within science regarding the consideration of organizational mindset within business model innovation. Conclusively, it becomes obvious that, while this research delivers a methodology, which serves as an indication on how to close the research gap of acknowledging organizational mindset within the beginning of the innovation process, further significant research gaps remain to be investigated. Thus, two research gaps are identified. First, the later stages of the business model innovation need further investigation. Secondly, the challenge of organizational mindset in the later steps have also not received sufficient scientific interest as yet.