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Business model innovation. From technology market to market success

: Bullinger, Hans-Jörg; Nägele, Rainer; Rüger, Marc; Fischer, Dietmar


Kocaoglu, Dundar F. (Ed.) ; Portland International Center for Management of Engineering and Technology -PICMET-; Portland State University, Dept. of Engineering and Technology Management:
Portland International Conference on Management of Engineering and Technology, PICMET 2016 : Proceedings; Technology Management for Social Innovation; September 4 - 8, 2016, Honolulu, Hawaii, USA
Portland/Or.: Portland State University, 2016
ISBN: 978-1-5090-3595-3
Portland International Conference on Management of Engineering and Technology (PICMET) <2016, Honolulu/Hawaii>
Fraunhofer IAO ()

Profitable commercialization of innovative technologies calls for goal-oriented Business Models. During the last years, Business Models have played a prominent role in the academic discussion but only a few publications looked on Business Model Management out of a technology-management perspective and their relevance to bring innovative technologies to market. Therefore Fraunhofer IAO developed a holistic Method to develop technology-induced Business Models. The Fraunhofer House of Business Model Engineering (BME) can be used to create models that ensure innovations are successfully positioned in the market from an early stage in their development. BME includes a “TrendArena” and Smart Scouting as tools to find future trends. A process based function semantics is used to transform technology via their specific function(s) into potential values for customers. The technology driven BME process itself is based on multiple different levels. Goals, design options and opportunities for exploitation are identified on the strategy level, while the design of the model takes place on the process phases level. Relevant structural elements are defined in specific configuration and planning contexts. The model creation process is supported by specially developed IT-based methods.