Table Of ContentForschungsreihe der FH Münster
Stina Siedhoff
Seizing Business
Model Patterns for
Disruptive Innovations
Forschungsreihe der FH Münster
D ie Fachhochschule Münster zeichnet jährlich hervorragende Abschlussar-
beiten aus allen Fachbereichen der Hochschule aus. Unter dem Dach der vier
Säulen Ingenieurwesen, Soziales, Gestaltung und Wirtschaft bietet die Fachhoch-
schule Münster eine enorme Breite an fachspezifischen Arbeitsgebieten. Die in
der Reihe publizierten Masterarbeiten bilden dabei die umfassende, thematische
Vielfalt sowie die Expertise der Nachwuchswissenschaftler dieses Hochschul-
standortes ab.
Weitere Bände in der Reihe http://www.springer.com/series/13854
Stina Siedhoff
Seizing Business Model
Patterns for Disruptive
Innovations
With a foreword by Prof. Dr. Thorsten Kliewe,
Alexander Lennart Schmidt, Dr. Christian Junker,
Prof. Dr. Thomas Baaken
Stina Siedhoff
Münster School of Business,
Science-to-Business Marketing
Research Centre
FH Münster
Münster, Germany
ISSN 2570-3307 ISSN 2570-3315 (electronic)
Forschungsreihe der FH Münster
ISBN 978-3-658-26335-5 ISBN 978-3-658-26336-2 (eBook)
https://doi.org/10.1007/978-3-658-26336-2
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Foreword
This book represents what the Science-to-Business Marketing Research Centre
(S2BMRC) stands for – the symbiosis of theory and application. Being an integral
part of the Münster School of Business at Münster University of Applied Sciences
in Germany, the S2BMRC acts globally, promoting science and business interac-
tion. Dedicating its scientific commitment to the outside world, a central part of the
Centre – the Science-to-Innovation (S2I) group – focuses on developing innova-
tion processes and innovation management for different stakeholders. Predomi-
nantly addressing the scattered theoretical underpinnings of disruptive innova-
tions, we work towards building a conflated and less fuzzy understanding of the
emergence, development and specifications of disruptive innovations. Hereby, the
business model context and ultimately, the involvement of organizations situated
in the innovation hub Münster, are crucial for identifying potential patterns among
business models.
Nourishing from the S2BMRC’s fertile ground of years of experience in science
and business collaboration, this book makes use of the cross-industry qualitative
data from the study Managing Disruptive Change – Innovative Business Models
for Small and Medium Sized (MaDiC). Commissioned by the German Federal Min-
istry of Education and Research (Bundesministerium für Bildung und Forschung:
BMBF), MaDiC fosters the positive connotation of disruptive change by emphasiz-
ing the potential it may hold for organizations when addressing it proactively rather
than sheerly responding to it. The research project focuses on these micro- and
macro-environmentally relevant disruptive changes in economic sectors and the
question of how organizations can counter these with the involvement of universi-
ties. Inspired by the numerous award-winning tools and concepts developed at the
S2BMRC, the research on seizing business model patterns for disruptive innova-
tions further enriches the toolkit for scholars and practitioners within the fields of
business and innovation.
In her master thesis "Seizing business model patterns for disruptive innovations",
Ms. Siedhoff developed and iteratively empirically tested a series of artefacts
(tools) using the novel methodology Design Science, so that the result of her work
is a toolbox for innovation of (disruptive) business models. The thesis project
shows an outstanding personal achievement of the graduate. In addition to the
methodological contributions (contributions to development of Design Science),
the candidate is particularly convincing with her thesis with regard to consistent
transfer between academia and practice:
The scientifically founded artefacts for the innovation of business models were
developed in collaboration with practice partners. Consequently, already during
vi Table of contents
the development phase, a close transfer between university and practice was
achieved. In addition, the developed innovation tools are already actively used in
several workshops and innovation endeavors with organizations from the Münster
region and beyond.
Thanks to the publisher Springer Spektrum, this book becomes part of the publi-
cation series of the Münster University of Applied Sciences. With the support of
Ms Carina Berg and Ms Göhrisch-Radmacher, it adds to the publication projects
for and with companies benefitting the simultaneous development of science and
business.
On behalf of the Science-to-Business Marketing Research Centre we congratulate
Stina Siedhoff very warmly on graduating from the Master program “International
Marketing and Sales” and her commitment to foster the collaboration between uni-
versities and businesses. Herewith, we send our best wishes for your personal
and professional future: happiness, health, and a good sense for your upcoming
decisions.
Prof. Dr. Thorsten Kliewe
First supervisior & Deputy Director of the S2BMRC
Alexander Lennart Schmidt
Second supervisor
Dr. Christian Junker
Project leader MaDiC
Prof. Dr. Thomas Baaken
Director of the S2BMRC
Table of contents
Abstract ............................................................................................................... xi
List of figures ...................................................................................................... xiii
List of tables ....................................................................................................... xv
List of abbreviations ........................................................................................... xvii
1 Introduction ................................................................................................... 1
1.1 Research context and problem statement ........................................... 1
1.2 Research objective .............................................................................. 2
1.3 Structure of the thesis .......................................................................... 3
2 Theoretical background ............................................................................... 5
2.1 Disruptive innovation concept .............................................................. 5
2.1.1 Terminology and conceptualization of disruptive innovation .......... 5
2.1.2 The role of business models in disruptive innovation ..................... 7
2.2 Business model concept ...................................................................... 9
2.2.1 Conceptualization of business models ........................................... 9
2.2.2 Business model as an activity system .......................................... 11
2.3 Business model innovation concept ................................................... 13
2.3.1 Conceptualization and classification of business model
innovation ..................................................................................... 14
2.3.2 Business model innovation as a process vs. outcome ................. 16
2.3.3 Artifacts for business model innovation ........................................ 18
2.4 Synopsis and research question ........................................................ 26
3 Design science research ............................................................................ 29
3.1 Overall research design ..................................................................... 29
3.1.1 Research paradigm ...................................................................... 29
3.1.2 Research method ......................................................................... 31
3.2 Exploratory research design .............................................................. 36
3.2.1 Exploratory research method ....................................................... 37
3.2.2 Sampling ...................................................................................... 39
3.2.3 Data collection and preparation ................................................... 40
3.2.4 Data analysis ............................................................................... 41
viii Table of contents
4 Results and discussion of exploratory research ..................................... 45
4.1 Results ............................................................................................... 45
4.1.1 Descriptive analysis ..................................................................... 45
4.1.2 Content analysis .......................................................................... 49
4.1.2.1 Problem identification and objective of a solution ........................ 49
4.1.2.2 Business model patterns for disruptive innovations ..................... 52
4.2 Discussion ......................................................................................... 57
4.2.1 Purpose and scope ...................................................................... 57
4.2.2 Justificatory knowledge ................................................................ 61
4.2.3 Principles of form and function ..................................................... 63
5 Prescriptive research design ..................................................................... 65
5.1 Design construction ........................................................................... 65
5.1.1 Design as a search process ......................................................... 65
5.1.2 Design as an artifact .................................................................... 67
5.2 Design evaluation .............................................................................. 68
5.2.1 Design evaluation method ............................................................ 68
5.2.2 Sampling ...................................................................................... 69
5.2.3 Data collection and preparation ................................................... 70
5.2.4 Data analysis ............................................................................... 70
5.2.5 Role of the researcher .................................................................. 71
6 Results and discussion of prescriptive research .................................... 73
6.1 Results ............................................................................................... 73
6.1.1 Design construction: low-resolution artifact .................................. 73
6.1.2 Design evaluation......................................................................... 78
6.1.3 Design (re)construction and communication ................................ 79
6.2 Discussion ......................................................................................... 85
6.2.1 Principles of implementation ........................................................ 85
6.2.2 Testable propositions ................................................................... 87
6.2.3 Constructs and expository instantiation ........................................ 87
6.2.4 Artifact mutability .......................................................................... 88
Table of contents ix
7 Conclusion .................................................................................................. 91
7.1 Contribution ....................................................................................... 91
7.1.1 Contribution to theory ................................................................... 91
7.1.2 Contribution to practice ................................................................ 93
7.1.3 Contribution to methodology ........................................................ 93
7.2 Limitations ......................................................................................... 93
7.3 Further research ................................................................................ 95
7.4 Concluding remarks ........................................................................... 96
References ........................................................................................................ 97
Appendices ..................................................................................................... 115
Appendix 1: Coding structure ....................................................................... 115
Appendix 2: Pattern matrix ........................................................................... 187
Appendix 3: HMW brainstorming questions on problems organizations
encounter when designing business models for disruption ....... 190
Appendix 4: Decision matrix for ideation stage ............................................ 199
Appendix 5: Design Thinking evaluation workshop, Minutes........................ 203
Appendix 6: Elements of the Design Theory for BMI in the context of DI ..... 206
