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Business model pretotyping: exploring pre-commercialisation opportunities in practice

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  • Jacob Brix
  • Henning Sejer Jakobsen

Abstract

Most practitioners working with innovation agree that business modelling is imperative for their organisations' survival. Nonetheless, the same practitioners still spend the majority of the time devoted for innovation on their product/process, and only limited time - if any - on exploring new or complementing business models. This myopic 'product/process' focus is no longer enough for organisations to create new radical breakthroughs in the market(s). Thus, to assist practitioners in changing this behaviour, our paper prescribes a directly implementable method named the vertical innovation process (VIP) framework. The VIP framework can be used to create different alternatives and variations of business models (pretotypes) when practitioners find themselves between the discovery of a breakthrough and the commercialisation of it.

Suggested Citation

  • Jacob Brix & Henning Sejer Jakobsen, 2015. "Business model pretotyping: exploring pre-commercialisation opportunities in practice," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 17(1), pages 98-110.
    • Handle: RePEc:ids:ijilea:v:17:y:2015:i:1:p:98-110
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    Cited by:

    1. Peiró, Gerard & Prieto, Cristina & Gasia, Jaume & Jové, Aleix & Miró, Laia & Cabeza, Luisa F., 2018. "Two-tank molten salts thermal energy storage system for solar power plants at pilot plant scale: Lessons learnt and recommendations for its design, start-up and operation," Renewable Energy, Elsevier, vol. 121(C), pages 236-248.

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