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Decision making for business model development: a process study of effectuation and causation in new technology‐based ventures
Author(s) -
Reymen Isabelle,
Berends Hans,
Oudehand Rob,
Stultiëns Rutger
Publication year - 2017
Publication title -
randd management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.253
H-Index - 102
eISSN - 1467-9310
pISSN - 0033-6807
DOI - 10.1111/radm.12249
Subject(s) - causation , value proposition , proposition , economic shortage , business model , business rule , market segmentation , business , process (computing) , value (mathematics) , business logic , computer science , business process , marketing , epistemology , work in process , philosophy , linguistics , machine learning , government (linguistics) , operating system , programming language
This study investigates the decision‐making logics used by new ventures to develop their business models. In particular, they focussed on the logics of effectuation and causation and how their dynamics shape the development of business models over time. They found that the effectual decision‐making logic was used dominantly to generate a viable value proposition for a specific customer segment. Causal logic is then used dominantly to define the other business model components in relation to the value proposition and customer segment. When a shortage of resources emerges, causal logic is replaced by an increase in effectual decision‐making again. They concluded that before investing significant resources in a business model it was crucial for firms to reduce, as far as possible, technological and market uncertainty through effectual strategies to avoid high re‐configuration costs later.