Bridging the design-implementation gap of Sustainable Business Model Innovation

Abstract

This master thesis investigates which models & tools start-ups could use to bridge the design-implementation gap of sustainable business model innovation. Start-ups are namely important actors for the transition towards a more sustainable economy and sustainable business model innovation is an important source for competitive advantage. A difference is made between activity-based models & tools, and process-based models & tools. This explorative research is conducted through eight case studies. The findings show that start-ups should make use of activity-based models like the Business Model Canvas, Triple Layered Business Model Canvas, and/or the Value Mapping tool to bridge the design-implementation gap. By using activity-based models, start-ups can attract investors, suppliers, partners, and customers. In addition, it brings focus to own values and goals. Process-based models and tools like the Value Ideation process or The Cambridge Business Model Innovation Process are also useful to bridge the design-implementation gap. However, it is industry-dependent whether to make use of prototyping, testing, and piloting. By using process-based models & tools, start-ups can better match customer needs, launch a better product, and can cause competitive advantage.