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Innovating the business model DNA: value co-creation as a tool for value proposition innovation : a process analysis

Mühle, M.G. (2017) Innovating the business model DNA: value co-creation as a tool for value proposition innovation : a process analysis.

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Abstract:Innovating the business model according to changing customer needs and to subsequently gain and sustain a competitive advantage is essential for enterprises’ contestability. Considering customers as one of the enterprises’ most important sources for competitive advantage, the influence of the raising concept of value co-creation on the business model value proposition - the centerpiece of the business model - becomes evident. This study investigated the process of how organizations learn from their value co-creation activities and utilize the gathered information for the innovation process of their business model value proposition over time. The qualitative research applied an abductive approach and used a hybrid template method. Drawing on business model innovation, value co-creation, and organizational learning literature, the paper provides a deductive process framework, which was inductively supplemented with empirical data. To investigate the pattern emergence over time, a retrospective longitudinal process replication analysis conducted. The paper contributes to the business model innovation and value co-creation literature and enhances the process theory of business model innovation. The findings show that knowledge from the value co-creation activities, project specific customer offer and the organizational context serves as valuable source for the innovation process.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/72122
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