A METHODOLOGY FOR BUSINESS MODEL EVOLUTION: APPLICATION IN THE MOBILE EXHIBITION INDUSTRY

Technology is increasingly becoming a major driver of business change. However, it is well documented that businesses cannot readily exploit the advantages provided by technological innovations unless these are combined with some sort of organizational restructuring. More often than not, business model evolution is necessary in order to leverage investments in new technologies. However, the process of how a business model might evolve is rather underresearched and entails a relatively high risk for many organizations. This paper draws on prior theoretical works and a real-life case study on the introduction of mobile services in the exhibition industry to formulate a novel methodology, based on scenario development, for guiding the process of business model evolution in inter-organizational settings. The methodology allows for extending, rather than invalidating, existing business models in order to minimize the risk involved in the transition process, to keep the new model in alignment with the principles underlying its prior counterpart, and to take into account the business interests of all stakeholders involved.

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