Business model design in the case of complex innovations: a conceptual model

摘要

Current literature presents the antecedents of business model design as a given managerial choice. In complex and uncertain environments, there might not be enough information for the managers to make choices as the options for creating and capturing value have to coevolve with emerging innovations. We argue for how business model design and its antecedents differ and develop a process model that shows how and when a firm can generate business model designs in complex innovation. Through the principles of design under complexity, our model develops a non-predictive approach that connects emerging complex-innovations to the antecedents of their business models, whereby a focal firm engages in the collaborative generation of business model design alternatives. Thereby we extend the understanding of the business model design and its antecedents under complex and uncertain environments.