Améliorer la proposition de valeur d’un business model innovant. Le rôle de la simulation mentale

Romain Gandia, Florence Jeannot and Gabriel Guallino

Revue française de gestion, 2017, vol. N° 264, issue 3, 43-60

Abstract: Designing a business model for an innovative technology product is not simple, because this type of product may involve high learning costs, thus creating obstacles to its purchase and future adoption. The strategic concern thus resides in the design of the value proposition and anticipating the barriers to the consumer?s engagement, which remain challenges. By conducting a qualitative study and an experiment, we demonstrate that mental simulation allows better forecasting of consumer engagement, and therefore improves the business model design.

Date: 2017
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