Business Model Prototyping – Using the Morphological Analysis to Develop New Business Models

Abstract Practice has shown that new businesses have managed to change the structure of market sectors and to open positions of power by business model innovation. Often, the origin was new technological possibilities, innovative products, changes in the supply chain management, optimized cost structures or unique resources. Regarding strategic marketing and innovation management, it now is interesting how such potentials can be unlocked and implemented in business model innovations. Here, development of ideas shall take an important role as it usually stands at the beginning of each innovation and utilization process. Research in the field of business models has answered that question only insufficiently so far. This phase is assigned great significance, methodological support regarding existing procedures and process models has however not been given. Thus, the subject of this paper shall be the development of such a method systematically generating business model ideas based on morphological thinking. This includes guaranteeing consistency of the ideas developed as well as structured selection. As a result, business model prototypes, which assist with understanding, comparing and communicating business models, will be created. This methodology will be supported by a framework allowing for description and benchmarking of business models in all phases of the development of ideas and prototyping.

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