University of Twente Student Theses


From idea to business model: the transformation of service ideas into business models; a process model

Tuinte, R.H. (2011) From idea to business model: the transformation of service ideas into business models; a process model.

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Abstract:This study is directed towards uncovering the theoretical concepts concerned with the development of services and business models and specifies the order in which these concepts can be addressed in the transformation from idea to business model. In addition, it only focuses on the development of service entrepreneurship characterized by services with a high contact intensity and variety. Moreover, and in congruence with the international business nature of this study, the development differences between organizations with either a domestic or international orientation are analyzed to uncover their impact on the development process. The reason for this study is a general lack of a theoretical interdisciplinary approach to this specific kind of entrepreneurship development. As a result, theoretical knowledge about this development process remains limited which consequently also limits the availability of useable tools for entrepreneurs to aid in the development process. A framework consisting of several theoretical disciplines (i.e. Entrepreneurial, New Service Development, Business Model development) was created containing all relevant theoretical concepts. This framework was used to develop a conceptual process model that depicts the expected sequence of development. An interview guide was subsequently created to collect data about the correctness and completeness of the developed process model. Potential respondents were identified and approached using a database with listed entrepreneurs provided by the Dutch institute for knowledge intensive entrepreneurship; NIKOS. Eight entrepreneurs that were allegeable as a respondent accepted the invitation and took part in an interview. Data saturation did to some extent occur, as the results appeared quite similar among respondents. In contradiction to the expected theoretical process model which shows a very deliberate en calculative process, the process described by entrepreneurs during the interviews is mainly characterized by development as a result of a specific need. In short, a different development mindset and process was encountered. As a result, the proposed process model was developed using the interview data and refining it using the theoretical process model. The proposed process model can therefore be concluded as a reflection of what was encountered in practice. It however also provides a best ‘practice overview’ of the development process as it also includes theoretical elements that take into account the prevention of common issues encountered by multiple respondents. It also points out that current theoretical models could be complemented using these results. The difference in design processes between organizations with either a domestic or international design orientation could neither be confirmed nor disconfirmed although evidence of no difference was concluded to be most plausible. Considering the fact that differences between and within groups did exist, the generalization options of the process model and therefore the need for additional differentiation, needs further consideration.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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