Using Industry Workshops to Create Idea Networks for Business Model Evolution

Winie Evers, Sana Marroun, Louise Young

Publikation: Konferencebidrag uden forlag/tidsskriftPaperForskningpeer review

Resumé

At the center of IMP thinking is the need for connected relationships to enable the survival and
growth of firms (Hakanson and Snehota, 1995). Effective relational participation involves
understanding of one’s own and relational partners’ business models including the value they seek
from their network (George and Bock, 2010). New ways of collaborating to seek opportunities and
challenges are vital in order to competitively evolve the network.
This case explores a Danish advertising and communication firm looking for new ways of generating
ideas in order to compete in their environment of rapid globalization and emergence of new
technologies. Thus it has facilitated a discussion of opportunities and challenges by inviting others
from their network to participate in business model workshops.
The workshop process is analysed to explore: (a) how business ideas originate and change over time
(b) the effectiveness of relational interaction in articulating challenges and opportunities and (c) its
effectiveness in generating ideas. The data collected includes the filming of two business model
workshops as well as participant interviews before and after. To gain an overview of the process of
change, comparative lexicographic (i.e. semantic) analysis has been undertaken of participants’
preliminary thinking, workshop discussions and resulting reflections.
The findings highlight the interacting role that internal and external relationships play in developing
ideas and ways to use them. Ongoing intrafirm relationships among management and employees and
interfirm relationships among customers, suppliers and advisors create contexts for idea generation.
The stimulus of workshops creates an environment which generates new ideas, but our findings show
an underlying consistency in the nature of these, i.e. previous experience/context “grounds” the
generating, articulating and interpreting of business ideas (Welch and Wilkinson, 2002). However,
business model evolution is facilitated by the tension between participants and their expectations of
the focal firm to act.
OriginalsprogDansk
Publikationsdato4. jul. 2014
Antal sider21
StatusUdgivet - 4. jul. 2014
BegivenhedThe 30th Annual Industrial Marketing and Purchasing Conference - KEDGE Business School, Bordeaux, Frankrig
Varighed: 2. sep. 20146. sep. 2014
Konferencens nummer: 30

Konference

KonferenceThe 30th Annual Industrial Marketing and Purchasing Conference
Nummer30
LokationKEDGE Business School
LandFrankrig
ByBordeaux
Periode02/09/201406/09/2014

Citer dette

Evers, W., Marroun, S., & Young, L. (2014). Using Industry Workshops to Create Idea Networks for Business Model Evolution. Afhandling præsenteret på The 30th Annual Industrial Marketing and Purchasing Conference, Bordeaux, Frankrig.
Evers, Winie ; Marroun, Sana ; Young, Louise. / Using Industry Workshops to Create Idea Networks for Business Model Evolution. Afhandling præsenteret på The 30th Annual Industrial Marketing and Purchasing Conference, Bordeaux, Frankrig.21 s.
@conference{b8d560e4bcfd4e23851e4926513a4137,
title = "Using Industry Workshops to Create Idea Networks for Business Model Evolution",
abstract = "At the center of IMP thinking is the need for connected relationships to enable the survival andgrowth of firms (Hakanson and Snehota, 1995). Effective relational participation involvesunderstanding of one’s own and relational partners’ business models including the value they seekfrom their network (George and Bock, 2010). New ways of collaborating to seek opportunities andchallenges are vital in order to competitively evolve the network.This case explores a Danish advertising and communication firm looking for new ways of generatingideas in order to compete in their environment of rapid globalization and emergence of newtechnologies. Thus it has facilitated a discussion of opportunities and challenges by inviting othersfrom their network to participate in business model workshops.The workshop process is analysed to explore: (a) how business ideas originate and change over time(b) the effectiveness of relational interaction in articulating challenges and opportunities and (c) itseffectiveness in generating ideas. The data collected includes the filming of two business modelworkshops as well as participant interviews before and after. To gain an overview of the process ofchange, comparative lexicographic (i.e. semantic) analysis has been undertaken of participants’preliminary thinking, workshop discussions and resulting reflections.The findings highlight the interacting role that internal and external relationships play in developingideas and ways to use them. Ongoing intrafirm relationships among management and employees andinterfirm relationships among customers, suppliers and advisors create contexts for idea generation.The stimulus of workshops creates an environment which generates new ideas, but our findings showan underlying consistency in the nature of these, i.e. previous experience/context “grounds” thegenerating, articulating and interpreting of business ideas (Welch and Wilkinson, 2002). However,business model evolution is facilitated by the tension between participants and their expectations ofthe focal firm to act.",
author = "Winie Evers and Sana Marroun and Louise Young",
year = "2014",
month = "7",
day = "4",
language = "Dansk",
note = "The 30th Annual Industrial Marketing and Purchasing Conference, IMP ; Conference date: 02-09-2014 Through 06-09-2014",

}

Evers, W, Marroun, S & Young, L 2014, 'Using Industry Workshops to Create Idea Networks for Business Model Evolution' Paper fremlagt ved The 30th Annual Industrial Marketing and Purchasing Conference, Bordeaux, Frankrig, 02/09/2014 - 06/09/2014, .

Using Industry Workshops to Create Idea Networks for Business Model Evolution. / Evers, Winie ; Marroun, Sana; Young, Louise.

2014. Afhandling præsenteret på The 30th Annual Industrial Marketing and Purchasing Conference, Bordeaux, Frankrig.

Publikation: Konferencebidrag uden forlag/tidsskriftPaperForskningpeer review

TY - CONF

T1 - Using Industry Workshops to Create Idea Networks for Business Model Evolution

AU - Evers, Winie

AU - Marroun, Sana

AU - Young, Louise

PY - 2014/7/4

Y1 - 2014/7/4

N2 - At the center of IMP thinking is the need for connected relationships to enable the survival andgrowth of firms (Hakanson and Snehota, 1995). Effective relational participation involvesunderstanding of one’s own and relational partners’ business models including the value they seekfrom their network (George and Bock, 2010). New ways of collaborating to seek opportunities andchallenges are vital in order to competitively evolve the network.This case explores a Danish advertising and communication firm looking for new ways of generatingideas in order to compete in their environment of rapid globalization and emergence of newtechnologies. Thus it has facilitated a discussion of opportunities and challenges by inviting othersfrom their network to participate in business model workshops.The workshop process is analysed to explore: (a) how business ideas originate and change over time(b) the effectiveness of relational interaction in articulating challenges and opportunities and (c) itseffectiveness in generating ideas. The data collected includes the filming of two business modelworkshops as well as participant interviews before and after. To gain an overview of the process ofchange, comparative lexicographic (i.e. semantic) analysis has been undertaken of participants’preliminary thinking, workshop discussions and resulting reflections.The findings highlight the interacting role that internal and external relationships play in developingideas and ways to use them. Ongoing intrafirm relationships among management and employees andinterfirm relationships among customers, suppliers and advisors create contexts for idea generation.The stimulus of workshops creates an environment which generates new ideas, but our findings showan underlying consistency in the nature of these, i.e. previous experience/context “grounds” thegenerating, articulating and interpreting of business ideas (Welch and Wilkinson, 2002). However,business model evolution is facilitated by the tension between participants and their expectations ofthe focal firm to act.

AB - At the center of IMP thinking is the need for connected relationships to enable the survival andgrowth of firms (Hakanson and Snehota, 1995). Effective relational participation involvesunderstanding of one’s own and relational partners’ business models including the value they seekfrom their network (George and Bock, 2010). New ways of collaborating to seek opportunities andchallenges are vital in order to competitively evolve the network.This case explores a Danish advertising and communication firm looking for new ways of generatingideas in order to compete in their environment of rapid globalization and emergence of newtechnologies. Thus it has facilitated a discussion of opportunities and challenges by inviting othersfrom their network to participate in business model workshops.The workshop process is analysed to explore: (a) how business ideas originate and change over time(b) the effectiveness of relational interaction in articulating challenges and opportunities and (c) itseffectiveness in generating ideas. The data collected includes the filming of two business modelworkshops as well as participant interviews before and after. To gain an overview of the process ofchange, comparative lexicographic (i.e. semantic) analysis has been undertaken of participants’preliminary thinking, workshop discussions and resulting reflections.The findings highlight the interacting role that internal and external relationships play in developingideas and ways to use them. Ongoing intrafirm relationships among management and employees andinterfirm relationships among customers, suppliers and advisors create contexts for idea generation.The stimulus of workshops creates an environment which generates new ideas, but our findings showan underlying consistency in the nature of these, i.e. previous experience/context “grounds” thegenerating, articulating and interpreting of business ideas (Welch and Wilkinson, 2002). However,business model evolution is facilitated by the tension between participants and their expectations ofthe focal firm to act.

M3 - Paper

ER -

Evers W, Marroun S, Young L. Using Industry Workshops to Create Idea Networks for Business Model Evolution. 2014. Afhandling præsenteret på The 30th Annual Industrial Marketing and Purchasing Conference, Bordeaux, Frankrig.