ABSTRACT

While several practice-based approaches of business model design suggest ways to create new business models, there is limited understanding of why and how business models change. This exploratory study employs neural network analysis to simulate business model design and business model change. We conceptualise business model design as a schema of the organisation’s critical resources, transactions, and value proposition. Elements of the schema are connected in a simple neural network. The network evolves based on a constraint satisfaction network until it converges to a stable state of a coherent business model. An in-depth case study of an entrepreneurial venture provides a real-world example to test the analytical framework. Using data from the case study, we run multiple simulations of business model design and business model change. The results suggest that business model change can be understood as a form of constraint satisfaction, linking managerial cognition with business model change. The simulation approach also helps identify possible, but unrealized business models. This novel approach paves the way for new research and practice in business model design and change.

摘要

尽管几种基于实践的业务模型设计方法建议了创建新业务模型的方法，但是对于为什么以及如何更改业务模型的理解有限。这项探索性研究采用神经网络分析来模拟业务模型设计和业务模型更改。我们将业务模型设计概念化为组织关键资源，交易和价值主张的架构。模式的元素通过简单的神经网络连接。网络基于约束满足网络而发展，直到收敛到一致业务模型的稳定状态为止。一项关于创业企业的深入案例研究提供了一个真实的例子来测试分析框架。使用案例研究中的数据，我们对业务模型设计和业务模型更改进行了多个模拟。结果表明，业务模型变更可以理解为约束满足的一种形式，它将管理认知与业务模型变更联系在一起。模拟方法还有助于识别可能但未实现的业务模型。这种新颖的方法为商业模型设计和变更的新研究和实践铺平了道路。