Using design tools in strategy workshops to co-create viable and value creating business model ideas with relational business-to-business partners

To know how to maintain or restore ongoing performance in a firm, managers need to have deep understanding of their business model and the relations on which it is built (Demil & Lecocq, 2010:243). Connected relationships are enabling the survival and growth of firms, as argued by Hakansson & Snehota (1995), and effective relational participation therefore involves understanding of one’s own and relational partners’ business models, including the value they seek from their network (George and Bock, 2010). But little research focus on how design can reveal dominant mental models and support better relational interaction between firm and its stakeholders, when meeting to co-create viable and value creating business model ideas.