PLANNING THE BUSINESS MODEL BY DESIGN THINKING: A RESEARCH ON START-UPS

Year 2021, Volume: 5 Issue: 10, 75 - 95, 24.12.2021

Talha Karadayı , Selim Yazıcı

Abstract

Business Model approach refers to the whole of an enterprise. The issue of how the Design
Thinking Approach (which suggests a people-oriented approach to each problem, from the
entrepreneur problems to daily problems) will have consequences on Business Model
Innovation is a remarkable research topic. In this article, in the process of creating or
innovating their business models, the design-centred thinking level, the contribution of the
business model to the building blocks, and the aspects that entrepreneurs benefit were
investigated. In this research which is based on the experiences of entrepreneurs, startups were contacted, and semi-structured interviews designed by taking expert opinions
were applied to entrepreneurs. The data obtained from 13 interviews of approximately 1
hour per participant were analysed using the MAXQDA software program and expert
opinions. As a result; It was made out that entrepreneurs were highly Design Thinker
individuals, they think design-oriented in their "value proposition" about their ventures, thus
minimizing time-money costs.

Keywords

Entrepreneurship, Business Model, Business Model Innovation, Design Thinking

References

• Amit, R., & Zott, C. (2012). Creating Value Through Business Model Innovation. MIT Sloan Management Review. 36-44
• Audretsch, D. B., Keilbach, M. C., & Lehmann, E. E. (2006). Entrepreneurship and Economic Growth. Oxford University Press.
• Aytaç, Ö. (2006). Girişimcilik: Sosyo-Kültürel Bir Perspektif. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (15).
• Bland, D. J., & Osterwalder, A. (2019). Testing Business Ideas: A Field Guide For Rapid Experimentation. 3. John Wiley & Sons.
• Blank, S. G., & Dorf, B. (2014). Girişimcinin El Kitabı: Adım Adım Bir Şirket Kurmak. 2. Baskı, İstanbul: Boyut Yayıncılık
• Brown, T. (2008). Design Thinking. Harvard Business Review, 86(6), 84.
• Butler, A. G., & Roberto, M. A. (2018). When Cognition Interferes with Innovation: Overcoming Cognitive Obstacles to Design Thinking: Design thinking can fail when cognitive obstacles interfere; appropriate cognitive countermeasures can help disarm the traps. Research-Technology Management, 61(4), 45-51.
• Bolus, O. M. (2016). Design Thinking: Shaping The Way Industrial Design Business Models Create, Deliver And Capture Value. Master dissertation, Cape Peninsula University of Technology.
• Bonakdar, A., & Gassmann, O. (2016). Design Thinking For Revolutionizing Your Business Models. In Design thinking for innovation. Springer, Cham. 57-66
• Casadesus-Masanell, R., & Ricart, J. E. (2011). How To Design A Winning Business Model. Harvard business review, 89(1/2), 100-107.
• Chesbrough, H. (2010). Business Model Innovation: Opportunities And Barriers. Long range planning, 43(2-3), 354-363.
• Davis, B. M. (2010). Creativity & Innovation In Business 2010 Teaching The Application Of Design Thinking To Business. Procedia-Social and Behavioral Sciences, 2(4), 6532-6538.
• Direction, S. Reinventing Organizational Culture With Strategic Design Thinking: A Versatile Backbone For Business Model Transformation. Emerald Publishing Limited, 35 (7). 19-21
• Drucker, P. F. (1984). Our Entrepreneurial Economy. Harvard Business Review, 62(1), 58-64.
• Dunne, D., & Martin, R. (2006). Design Thinking And How It Will Change Management Education: An Interview And Discussion. Academy of Management Learning & Education, 5(4), 512-523.
• d.school-Hosso PlattnerInstitue of Design at Stanford. An Introduction To Design Thinking Process Guide”. 01 Ocak 2010, http://web.stanford.edu/~mshanks/MichaelShanks/files/509554.pdf
• Euchner, J., Ganguly A. Business Model Innovation In Practice. Research-Technology Management. 57.(6). 33-39.
• Geissdoerfer, M., Bocken, N. M., & Hultink, E. J. (2016). Design Thinking To Enhance The Sustainable Business Modelling Process–A Workshop Based On A Value Mapping Process. Journal of Cleaner Production, 135, 1218-1232.
• Girotra, K., & Netessine, S. (2013). OM Forum—Business Model Innovation For Sustainability. Manufacturing & Service Operations Management, 15(4), 537-544.
• Gudiksen, S. (2012). Co-Designing Business Models: Reframing Problems. LEADING THROUGH DESIGN, Internatıonal Research Conference, Boston, Ma. Usa, August 8-9 2012, 407-420
• IDEO. (2015). Design Thinking For Libraries; A Toolkit For Patron- Centered Design, IDEO, Fırst Edıtıon
• Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing Your Business Model. Harvard Business Review, 86(12), 57-68.
• Johansson‐Sköldberg, U., Woodilla, J., & Çetinkaya, M. (2013). Design Thinking: Past, Present And Possible Futures. Creativity and Innovation Management, 22(2), 121-146.
• Leavy, B. (2011). Roger Martin Explores Three Big Ideas: Customer Capitalism, Integrative Thinking And Design Thinking. Strategy & Leadership. 19-26.
• Magretta, J. (2002). ‘Why Business Models Matter, Harvard Business Review
• Miyauchi, A., Cressman S. (2019). Applying Design Thinking for Business Model Innovation for a Nonprofit Organization–Case Study: Art á la Carte. Design and the Creation of Social Value: Re: Research, Volume 3, 3, 97.
• Nakata, C., & Hwang, J. (2020). Design Thinking For Innovation: Composition, Consequence, And Contingency. Journal of Business Research, 118, 117-128.
• Osterwalder, A. (2004). The Business Model Ontology A Proposition In A Design Science Approach. PhD Thesis, Université de Lausanne, Faculté des hautes études commerciales
• Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook For Visionaries, Game Changers, And Challengers. John Wiley & Sons. 1
• Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design: How To Create Products And Services Customers Want. John Wiley & Sons. 2
• Teece, D. J. (2010). Business Models, Business Strategy And Innovation. Long Range Planning, 43(2-3), 172-194.
• Zott, C., & Amit, R. (2007). Business Model Design And The Performance Of Entrepreneurial Firms. Organization Science, 18(2), 181-199.