Thinking About Business Model Innovation: A Cognitive Perspective on Business Model Innovation Approaches in the Emerging Wearable Technology Industry

This thesis combines a scenario analysis with vignette-based interviews to explore the role of managerial cognition in the relationship between business model innovation and business model environments. The author puts forward the notions of environmental frames and business model innovation schemas to conceptualize entrepreneurs' cognition in the context of business model innovation. He further describes "Defensive Evolution" and "Proactive Adaptation" as two types of business model innovation approaches in emerging industries.