Learning, signaling, and convincing: The role of experimentation in the business modeling process

Title: Learning, signaling, and convincing: The role of experimentation in the business modeling process
Authors: Bojovic, NevaGenet, CorineSabatier, Valerie
Permanent link: http://hdl.handle.net/10197/11383
Date: Feb-2018
Online since: 2020-05-26T14:49:40Z
Abstract: This study examines experimentation in the business modeling process, unpacking three different roles of experimentation: learning, signaling, and convincing. Learning is an inherent role of experimentation, as managers typically experiment to engage with the environment and to obtain knowledge. This study uncovers another set of roles, which have a symbolic nature. These roles show that experimentation is not just a learning process, but also a strategic legitimation process, aimed at enacting the environment. Experimentation serves the purpose of signaling to potential customers and other stakeholders, and of convincing them to embrace the business model. Furthermore, this study shows that experimentation takes two forms—purposeful interactions and experimental projects—and that these forms can support the different roles of experimentation.
Funding Details: European Commission Horizon 2020
metadata.dc.description.othersponsorship: CHESS (Connected Health Early Stage Researcher Support System)
Agence nationale de recherche (France): Better Business Models project
Type of material: Journal Article
Publisher: Elsevier
Journal: Long Range Planning
Volume: 51
Issue: 1
Start page: 141
End page: 157
Copyright (published version): 2017 Elsevier
Keywords: Business modelingExperimentationBusiness model dynamicsBusiness model designStrategic legitimation
DOI: 10.1016/j.lrp.2017.09.001
Language: en
Status of Item: Peer reviewed
Appears in Collections:Business Research Collection

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