Adaptivity and Rapid Prototyping: How 3D Printing Is Changing Business Model Innovation

Businesses understand the virtues of innovation, but they often equal innovation with technological innovation. While the latter is an important aspect of innovation, it is invaluable without an adequate business model. Countless firms with technological leadership have failed because of poor business models while less innovative firms became market leaders because of better business models. A second apparent paradox is that technological innovation may endanger a successful firm. It often requires rethinking the firm’s business model completely. Instead, technological innovation often gives firms a false, and potentially lethal, sense of safety. 3D printing is deemed a very promising technological innovation. It may threaten the position of established firms and create opportunities for newcomers. Business model innovation is going to play a critical role in the success or survival of firms affected by 3D printing. This chapter investigates the role of 3D printing technologies with regard to business innovation. In particular, it emphasises the business model components likely to be most affected by 3D printing. The chapter also shows that 3D printing technologies are an enabler of business model innovation, but also have the potential to change the way business innovation is understood and carried out.