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Prototyping in Business Model Innovation

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Prototyping in Business Model Innovation: Exploring the role of design thinking in business model development



Tsuyoshi AMANO


The role of design for innovation management has been argued especially
under the discourse of design thinking by scholars and practitioners. For
fostering innovation, one of the obstacles is the uncertainty over the process,
and prototyping has been acknowledged as a key element of the design
methodology to embrace the uncertainty. However, the focal point of the
discourse is often on the human-centric aspect and there is less argument on
prototyping. Concurrently, the argument of design methodology for
innovation has started to identify the need for a more comprehensive
approach than approaches focusing on product innovations, and the
argument has expanded to business model innovation. By clarifying the
concept of business model innovation and the relevant concepts by literature
review, this paper proposes a theoretical model of business model
prototyping with the four key elements: iterative and agile learning,
tangibility, complexity and synthesis. It is accompanied by the examination of
the possible domains of further research. Through the development of the
theoretical model, this research serves as the basis for arguing the relatively
neglected issue of prototyping for business models.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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