Simulation-based business model innovation process for business-to-business contexts

Authors

  • Christoph Ksouri-Gerwien Ruhr-Universität Bochum
  • Jens Poeppelbuss Ruhr-Universität Bochum

DOI:

https://doi.org/10.54337/jbm.v12i1.8407

Abstract

Innovating service-oriented business models in industrial business-to-business (B2B) contexts presents a complex and risky endeavor. Recently, System Dynamics (SD) modelling and simulation has been suggested as a tool for prototyping and experimentation in business model innovation (BMI). However, knowledge of how to best utilise SD in BMI is scarce. Therefore, our research objective was to develop a new simulation-based approach for BMI, particularly for B2B contexts. We conducted a two-and-a-half-year action design research study with two industrial firms, Alpha (start-up) and Beta (incumbent firm). We developed and simulated new service-oriented business models as part of the two BMI teams. Our study resulted in the simulation-based BMI process containing phases, tools/techniques, and goals. Our findings demonstrate that SD, as a dynamic and visual modelling language, facilitates collaborative and cognitive activities during BMI, such as communication, design, evaluation, and decision-making.

Author Biographies

Christoph Ksouri-Gerwien, Ruhr-Universität Bochum

Christoph Ksouri-Gerwien, M.Sc., is a doctoral student and research assistant at the Chair for Industrial Sales and Service Engineering at Ruhr-Universität Bochum, Germany. His application-oriented research focusses on the innovation of service-oriented business models using design thinking and systems thinking, particularly the simulation of business models with System Dynamics.

Jens Poeppelbuss, Ruhr-Universität Bochum

Dr Jens Poeppelbuss is Full Professor of Industrial Sales and Service Engineering in the Faculty of Mechanical Engineering at Ruhr-Universität Bochum, Germany. His research focusses on service and business model innovation in manufacturing and capital goods industries. He has published in international journals and presented his works at conferences in the Information Systems and Services Marketing disciplines. He is the spokesman of the service management section (WK DLM) in the German Academic Association of Business Research (VHB).

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Published

02-05-2024

Issue

Vol. 12 No. 1 (2024): The Design of Business Models

Section

Special Issue: The Design of Business Models

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