Business Model innovation: From technology market to market success

摘要

Profitable commercialization of innovative technologies calls for goal-oriented Business Models. During the last years, Business Models have played a prominent role in the academic discussion but only a few publications looked on Business Model Management out of a technology-management-perspective and their relevance to bring innovative technologies to market. Therefore Fraunhofer IAO developed a holistic Method to develop technology-induced Business Models. The Fraunhofer House of Business Model Engineering (BME) can be used to create models that ensure innovations are successfully positioned in the market from an early stage in their development. BME includes a “TrendArena” and Smart Scouting as tools to find future trends. A process based function-semantics is used to transform technology via their specific function(s) into potential values for customers. The technology-driven BME process itself is based on multiple different levels. Goals, design options and opportunities for exploitation are identified on the strategy level, while the design of the model takes place on the process phases level. Relevant structural elements are defined in specific configuration and planning contexts. The model creation process is supported by specially developed IT-based methods.