Business Model Experimentation: What is the Role of Design-Led Prototyping in Developing Novel Business Models?

Additive manufacturing for consumer-centric business models: Implications for supply chains in consumer goods manufacturing

“…Given that there are different AM technologies available in the market and that traditional manufacturing technologies are still widely used, the case moreover reveals key considerations when exploring or experimenting with new business models (cf. Bogers et al, 2015;Brunswicker et al, 2013;McGrath, 2010).…”

“…A balanced view will be needed though as an increasing consumer role can have major implications for technologies, business models, supply chains, intellectual property, and so on, while also the threats, costs and downsides will need to be managed. Moreover, given the uncertainties surrounding AM technologies and business models, companies will need to explore or experiment with new developments, including organizations and supply chains (Baden-Fuller and Haefliger, 2013;Bogers et al, 2015;Brunswicker et al, 2013;Koren, 2010;McGrath, 2010). Managing all these processes in parallel could create certain paradoxes, which will need to be balanced with the right leadership and strategies (Benson-Rea et al, 2013;Bouncken et al, 2015;Chesbrough, 2010;Laursen and Salter, 2014;Smith et al, 2010).…”

The importance of design for firms׳ competitiveness: A review of the literature

“…Efforts have been made towards applying design principles to the design of policies and control of economic growth, but less to exploiting how design can trigger business model innovation (Brunswicker et al, 2013). This, I believe, is a path worth investigating in the future, by means of qualitative and quantitative approaches focusing on either the firm or the country.…”

Designing new business models: blue sky thinking and testing

“…In controlling and manipulating certain variables to test a hypothesized outcome the idea of 'experimentation' in a business model is reached. Brunswicker, Wrigley and Bucolo (2012) propose that the concept of 'prototyping' refers to the unlocking a mindset representing many future possibilities not just those you plan to implement. It allows for more than one concept to be held abstractly at once while bringing the concepts into the concrete as they are needed, becoming more of a learning and exploration process.…”

“…It allows for more than one concept to be held abstractly at once while bringing the concepts into the concrete as they are needed, becoming more of a learning and exploration process. When prototyping, the iterative learning and exploration of new business model options rather than the testing of predefined set of hypotheses is in focus (Brunswicker et al 2012). …”