IDEAS home Printed from https://ideas.repec.org/a/wsi/ijimxx/v24y2019i02ns1363919620500127.html
   My bibliography  Save this article

The Innovation Value Canvas: A Guide To Defining Value Propositions And Target Customers For Commercialization Of Technological Innovations

Author

Listed:
  • HOSSEIN MAHDAVIMAZDEH

    (University of Calgary, 2500 University Drive NW, Calgary, AB T2N 1N4, Canada)

  • LOREN FALKENBERG

    (University of Calgary, 2500 University Drive NW, Calgary, AB T2N 1N4, Canada)

  • MADELYNN STACKHOUSE

    (#x2020;Bryan School of Business and Economics, University of North Carolina, 1400 Spring Garden Road, North Carolina 27412, US)

Abstract

Many innovations result from firms following theories and models of innovation such as disruptive innovation, blue ocean innovation, etc. Yet, there are many other innovations that are not developed through these models and rather stem from technological pushes and research and development efforts. The commercial success of these innovations is contingent upon existence of a good fit between the technological innovation and the accompanying business model. To date, this fit has been mostly sought through trials and errors. In this paper, we develop a framework for analytically choosing and aligning two important components of the business model — value proposition and target market — to fit the technological innovations. We illustrate the framework using case examples of products in the market.

Suggested Citation

  • Hossein Mahdavimazdeh & Loren Falkenberg & Madelynn Stackhouse, 2019. "The Innovation Value Canvas: A Guide To Defining Value Propositions And Target Customers For Commercialization Of Technological Innovations," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(02), pages 1-29, February.
    • Handle: RePEc:wsi:ijimxx:v:24:y:2019:i:02:n:s1363919620500127
    DOI: 10.1142/S1363919620500127
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/abs/10.1142/S1363919620500127
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S1363919620500127?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nicholls-Nixon, Charlene L & Jasinski, Dale, 1995. "The Blurring of Industry Boundaries: An Explanatory Model Applied to Telecommunications," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 4(4), pages 755-768.
    2. Morris, Michael & Schindehutte, Minet & Allen, Jeffrey, 2005. "The entrepreneur's business model: toward a unified perspective," Journal of Business Research, Elsevier, vol. 58(6), pages 726-735, June.
    3. Marc Bourreau & Michel Gensollen & François Moreau, 2012. "The Impact of a Radical Innovation on Business Models: Incremental Adjustments or Big Bang?," Industry and Innovation, Taylor & Francis Journals, vol. 19(5), pages 415-435, July.
    4. Hamelink, Martijn & Opdenakker, Raymond, 2019. "How business model innovation affects firm performance in the energy storage market," Renewable Energy, Elsevier, vol. 131(C), pages 120-127.
    5. Hubert Gatignon & Michael L. Tushman & Wendy Smith & Philip Anderson, 2002. "A Structural Approach to Assessing Innovation: Construct Development of Innovation Locus, Type, and Characteristics," Management Science, INFORMS, vol. 48(9), pages 1103-1122, September.
    6. Dirk Schneckenberg & Vivek Velamuri & Christian Comberg & Patrick Spieth, 2017. "Business model innovation and decision making: uncovering mechanisms for coping with uncertainty," Post-Print hal-02004074, HAL.
    7. Richard A. Wolfe, 1994. "Organizational Innovation: Review, Critique And Suggested Research Directions," Journal of Management Studies, Wiley Blackwell, vol. 31(3), pages 405-431, May.
    8. Valérie Chanal & Sigmund Akselsen & Sylvie Blanco & Marie-Laurence Caron-Fasan & Bernard Cartoux & Bérangère Deschamps & Markus Eurich & Jean-Marc Francony & Yukiko Fujimoto & Gilles Garel & Caroline , 2011. "Rethinking business models for innovation," Grenoble Ecole de Management (Post-Print) halshs-00566298, HAL.
      • Valérie Chanal & Sigmund Akselsen & Sylvie Blanco & Marie-Laurence Caron-Fasan & Bernard Cartoux & Bérangère Deschamps & Markus Eurich & Jean-Marc Francony & Yukiko Fujimoto & Gilles Garel & Caroline , 2011. "Rethinking business models for innovation," Post-Print halshs-00566298, HAL.
    9. Christoph Zott & Raphael Amit, 2008. "The fit between product market strategy and business model: implications for firm performance," Strategic Management Journal, Wiley Blackwell, vol. 29(1), pages 1-26, January.
    10. Sheehan, Norman T. & Bruni-Bossio, Vince, 2015. "Strategic value curve analysis: Diagnosing and improving customer value propositions," Business Horizons, Elsevier, vol. 58(3), pages 317-324.
    11. Gary P. Pisano, 2010. "The evolution of science-based business: innovating how we innovate," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 19(2), pages 465-482, April.
    12. Kleijnen, Mirella & Lee, Nick & Wetzels, Martin, 2009. "An exploration of consumer resistance to innovation and its antecedents," Journal of Economic Psychology, Elsevier, vol. 30(3), pages 344-357, June.
    13. John E. Ettlie & William P. Bridges & Robert D. O'Keefe, 1984. "Organization Strategy and Structural Differences for Radical Versus Incremental Innovation," Management Science, INFORMS, vol. 30(6), pages 682-695, June.
    14. Henry Chesbrough & Richard S. Rosenbloom, 2002. "The role of the business model in capturing value from innovation: evidence from Xerox Corporation's technology spin-off companies," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 11(3), pages 529-555, June.
    15. Donald F. Kuratko & David B. Audretsch, 2009. "Strategic Entrepreneurship: Exploring Different Perspectives of an Emerging Concept," Entrepreneurship Theory and Practice, , vol. 33(1), pages 1-17, January.
    16. Nemet, Gregory F., 2009. "Demand-pull, technology-push, and government-led incentives for non-incremental technical change," Research Policy, Elsevier, vol. 38(5), pages 700-709, June.
    17. Marc Bourreau & Michel Gensollen & François Moreau, 2012. "The Impact of a Radical Innovation on Business Models: Incremental Adjustments or Big Bang?," Industry and Innovation, Taylor & Francis Journals, vol. 19(5), pages 415-435, July.
    18. Hyundo Choi, 2018. "Technology-push and demand-pull factors in emerging sectors: evidence from the electric vehicle market," Industry and Innovation, Taylor & Francis Journals, vol. 25(7), pages 655-674, August.
    19. Christoph Zott & Raphael Amit, 2007. "Business Model Design and the Performance of Entrepreneurial Firms," Organization Science, INFORMS, vol. 18(2), pages 181-199, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ancillai, Chiara & Sabatini, Andrea & Gatti, Marco & Perna, Andrea, 2023. "Digital technology and business model innovation: A systematic literature review and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    2. Arash Rezazadeh & Ana Carvalho, 2018. "A value-based approach to business model innovation: Defining the elements of the concept," NIPE Working Papers 12/2018, NIPE - Universidade do Minho.
    3. Budler, Marko & Župič, Ivan & Trkman, Peter, 2021. "The development of business model research: A bibliometric review," Journal of Business Research, Elsevier, vol. 135(C), pages 480-495.
    4. Cinzia Battistella & Gianluca Murgia & Fabio Nonino, 2021. "Free-driven web-based business models," Electronic Commerce Research, Springer, vol. 21(2), pages 445-486, June.
    5. Wüstenhagen, Rolf & Menichetti, Emanuela, 2012. "Strategic choices for renewable energy investment: Conceptual framework and opportunities for further research," Energy Policy, Elsevier, vol. 40(C), pages 1-10.
    6. Xuerong Li & Han Qiao & Shouyang Wang, 2017. "Exploring evolution and emerging trends in business model study: a co-citation analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 111(2), pages 869-887, May.
    7. Barneto, Pascal & Ouvrard, Stéphane, 2015. "Is the firm's business model related to segment reporting?," Research in International Business and Finance, Elsevier, vol. 35(C), pages 122-137.
    8. Samantha Sharpe & Renu Agarwal, 2014. "Strengthening Industrial Ecology’s Links with Business Studies: Insights and Potential Contributions from the Innovation and Business Models Literature," Resources, MDPI, vol. 3(2), pages 1-21, March.
    9. Sungmin Kang & Youn Kue Na, 2020. "Effects of Strategy Characteristics for Sustainable Competitive Advantage in Sharing Economy Businesses on Creating Shared Value and Performance," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    10. Belussi, Fiorenza & Orsi, Luigi & Savarese, Maria, 2019. "Mapping Business Model Research: A Document Bibliometric Analysis," Scandinavian Journal of Management, Elsevier, vol. 35(3).
    11. Landoni, Paolo & Dell’era, Claudio & Frattini, Federico & Messeni Petruzzelli, Antonio & Verganti, Roberto & Manelli, Luca, 2020. "Business model innovation in cultural and creative industries: Insights from three leading mobile gaming firms," Technovation, Elsevier, vol. 92.
    12. Loock, Moritz, 2012. "Going beyond best technology and lowest price: on renewable energy investors’ preference for service-driven business models," Energy Policy, Elsevier, vol. 40(C), pages 21-27.
    13. Elias Carayannis & Stavros Sindakis & Christian Walter, 2015. "Business Model Innovation as Lever of Organizational Sustainability," The Journal of Technology Transfer, Springer, vol. 40(1), pages 85-104, February.
    14. Sarel Gronum & John Steen & Martie-Louise Verreynne, 2016. "Business model design and innovation: Unlocking the performance benefits of innovation," Australian Journal of Management, Australian School of Business, vol. 41(3), pages 585-605, August.
    15. Matthias Filser & Sascha Kraus & Matthias Breier & Ioanna Nenova & Kaisu Puumalainen, 2021. "Business model innovation: Identifying foundations and trajectories," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 891-907, February.
    16. Harry Bouwman & Mark Reuver & Marikka Heikkilä & Erwin Fielt, 2020. "Business model tooling: where research and practice meet," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 413-419, September.
    17. Mark Loon & Roy Chik, 2019. "Efficiency-centered, innovation-enabling business models of high tech SMEs: Evidence from Hong Kong," Asia Pacific Journal of Management, Springer, vol. 36(1), pages 87-111, March.
    18. von Delft, Stephan & Zhao, Yang, 2021. "Business models in process industries: Emerging trends and future research," Technovation, Elsevier, vol. 105(C).
    19. Pascal Barneto & Stéphane Ouvrard, 2013. "Existe-T-Il Une Relation Entre L'Information Sectorielle Et Le Tableau Des Flux De Tresorerie ?," Post-Print hal-00991963, HAL.
    20. Andreja Pucihar & Gregor Lenart & Mirjana Kljajić Borštnar & Doroteja Vidmar & Marjeta Marolt, 2019. "Drivers and Outcomes of Business Model Innovation—Micro, Small and Medium-Sized Enterprises Perspective," Sustainability, MDPI, vol. 11(2), pages 1-17, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijimxx:v:24:y:2019:i:02:n:s1363919620500127. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijim/ijim.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.