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Corporate entrepreneurship initiatives: Antagonizing cognitive biases in business model design
Author(s) -
Roessler Mirjam,
Velamuri Vivek K.,
Schneckenberg Dirk
Publication year - 2019
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.12340
Subject(s) - entrepreneurship , situated , cognitive bias , cognition , value (mathematics) , business model , psychology , knowledge management , perspective (graphical) , business , marketing , computer science , artificial intelligence , finance , neuroscience , machine learning
Entrepreneurs designing novel business model configurations face cognitive biases that derive from limited mental capacity to deal with complex and uncertain decision contexts. Building on the notion of the business model as an idiosyncratic mental representation that organizes managerial understanding of value creating and value capture, we investigate how entrepreneurs cope with cognitive biases inherent in business model design. We conducted a total of 35 in‐depth interviews with entrepreneurs situated in 15 corporate entrepreneurship initiatives in Germany. Our study results suggest that entrepreneurs counter cognitive biases by combining intuitive and deliberate reasoning approaches. Specifically, we identify five cognitive mechanisms and two higher level cognitive processes undergirding entrepreneurial reasoning in the design of new business models. Our findings provide empirically grounded insights into the cognitive perspective in business model research and help to theorize managerial reasoning during the process of business model design.