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An Observation-Based Evaluation of the Initiation and Ideation Phases of a Business Model Innovation Process

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  • Manuel Brunner

    (Josef Ressel Centre for Data-Driven Business Model Innovation, University of Applied Sciences Upper Austria, Wehrgrabengasse 1-3, 4400 Steyr, Austria†CRET-LOG – Centre de Recherche sur le Transport et la Logistique, Aix Marseille Université Avenue Gaston Berger 413, 13625 Aix-en-Provence, France)

  • Nadine Bachmann

    (Josef Ressel Centre for Data-Driven Business Model Innovation, University of Applied Sciences Upper Austria, Wehrgrabengasse 1-3, 4400 Steyr, Austria‡Faculty of Behavioural, Management and Social Sciences, Entrepreneurship and Technology Management, University of Twente, Drienerlolaan 5, 7522 NB Enschede, the Netherlands)

  • Alican Tüzün

    (Josef Ressel Centre for Data-Driven Business Model Innovation, University of Applied Sciences Upper Austria, Wehrgrabengasse 1-3, 4400 Steyr, Austria)

  • Sebastian Pöchtrager

    (Josef Ressel Centre for Data-Driven Business Model Innovation, University of Applied Sciences Upper Austria, Wehrgrabengasse 1-3, 4400 Steyr, Austria)

  • Katherine Gundolf

    (Josef Ressel Centre for Data-Driven Business Model Innovation, University of Applied Sciences Upper Austria, Wehrgrabengasse 1-3, 4400 Steyr, Austria)

  • Herbert Jodlbauer

    (Josef Ressel Centre for Data-Driven Business Model Innovation, University of Applied Sciences Upper Austria, Wehrgrabengasse 1-3, 4400 Steyr, Austria)

Abstract

This paper explores the initiation and ideation phases of the business model innovation (BMI) process, emphasizing the importance of recognizing the need for BMI and preparing accordingly. Using unstructured participant observation, the study reveals disparities between two case companies and proposes a generic BMI process model. The case companies are both incumbent, successful, globally operating, and family-owned production companies. This model outlines process steps, methods, key discussion points, and ideal outcomes, supported by flowcharts and tables. Additionally, it highlights common pitfalls to avoid. The investigation identifies disparities between the two case companies and weaknesses of the current established BMI process. Eventually, the findings offer valuable insights into improving BMI practices, stressing the need for empirical research and structured approaches for successful innovation adoption.

Suggested Citation

  • Manuel Brunner & Nadine Bachmann & Alican Tüzün & Sebastian Pöchtrager & Katherine Gundolf & Herbert Jodlbauer, 2025. "An Observation-Based Evaluation of the Initiation and Ideation Phases of a Business Model Innovation Process," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 22(03n04), pages 1-35, June.
    • Handle: RePEc:wsi:ijitmx:v:22:y:2025:i:03n04:n:s0219877025500117
    DOI: 10.1142/S0219877025500117
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