Learning, signaling, and convincing: The role of experimentation in the business modeling process

Neva Bojovic, Corine Genet and Valerie Sabatier
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Neva Bojovic: MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management, IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Corine Genet: MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management
Valerie Sabatier: MTS - Management Technologique et Strategique - EESC-GEM Grenoble Ecole de Management

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Abstract: This study examines experimentation in the business modeling process, unpacking three different roles of experimentation: learning, signaling, and convincing. Learning is an inherent role of experimentation, as managers typically experiment to engage with the environment and to obtain knowledge. This study uncovers another set of roles, which have a symbolic nature. These roles show that experimentation is not just a learning process, but also a strategic legitimation process, aimed at enacting the environment. Experimentation serves the purpose of signaling to potential customers and other stakeholders, and of convincing them to embrace the business model. Furthermore, this study shows that experimentation takes two forms—purposeful interactions and experimental projects—and that these forms can support the different roles of experimentation.

Keywords: Business modeling Experimentation Business model dynamics Business model design Strategic legitimation; business modeling; experimentation; business model dynamics; business model design; strategic legitimation (search for similar items in EconPapers)
Date: 2018-02-01
Note: View the original document on HAL open archive server: https://grenoble-em.hal.science/hal-01591698v1
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Citations: View citations in EconPapers (12)

Published in Long Range Planning, 2018, 51 (1), pp.141-157. ⟨10.1016/j.lrp.2017.09.001⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01591698

DOI: 10.1016/j.lrp.2017.09.001

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