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Beyond high tech: the pivotal role of technology in start-up business model design

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  • Franziska Günzel
  • Helge Wilker

Abstract

Technology plays an important role for any start-up as an opportunity to be exploited, as well as an enabler to structure the start-up's activities to better generate value. The business model is a useful tool in these settings to keep track of technology and understand its potential value for the start-up. To analyse the interrelation between business model development and technology change, a multiple case study approach was conducted. Using a maximum variation strategy, three cases of start-ups depicting the range of technological discontinuity were selected. Analysis of these resulted in three different ways in which technology use in new ventures influenced business model development and vice versa. In addition, this paper introduces the business model dynamics framework as a tool for pro-active, continuous business modelling and analysis.

Suggested Citation

  • Franziska Günzel & Helge Wilker, 2012. "Beyond high tech: the pivotal role of technology in start-up business model design," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 15(1), pages 3-22.
    • Handle: RePEc:ids:ijesbu:v:15:y:2012:i:1:p:3-22
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    Cited by:

    1. Donaldson, Colin & Mateu, Guillermo, 2021. "New venture creation: a systematic review of associated literature," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 15(1), pages 56-79.

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