Title: Business model pretotyping: exploring pre-commercialisation opportunities in practice

Authors: Jacob Brix; Henning Sejer Jakobsen

Addresses: School of Business and Social Sciences, Aarhus University, Fuglesangs Allé 29, DK-8210 Aarhus V, Denmark ' Center for Ideas and Innovation, Danish Technological Institute, Kongsvangs Alle 29, DK-8000 Aarhus C, Denmark

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.

Keywords: business model innovation; learning; pretotyping; radical innovation; organisational practice; pre-commercialisation opportunities; business modelling.

DOI: 10.1504/IJIL.2015.066066

International Journal of Innovation and Learning, 2015 Vol.17 No.1, pp.98 - 110

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 17 Nov 2014 *

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