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首页> 外文期刊>British Food Journal >Business model configuration and dynamics for technology commercialization in mature markets
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Business model configuration and dynamics for technology commercialization in mature markets

机译：成熟市场中技术商业化的业务模型配置和动态

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Purpose - The food industry is a well-established and complex industry. New entrants attempting to penetrate it via the commercialization of a new technological innovation could face high uncertainty and constraints. The capability to innovate through collaboration and to identify suitable strategies and innovative business models (BMs) can be particularly important for bringing a technological innovation to this market. However, although the potential for these capabilities has been advocated, we still lack a complete understanding of how new ventures could support the technology commercialization process via the development of BMs. The paper aims to discuss these issues. Design/methodology/approach - To address this gap, this paper builds a conceptual framework that knits together the different bodies of extant literature (i.e. entrepreneurship, strategy and innovation) to analyze the BM innovation processes associated with the exploitation of emerging technologies; determines the suitability of the framework using data from the exploratory case study of IT IS 3D - a firm which has started to exploit 3D printing in the food industry; and improves the initial conceptual framework with the findings that emerged in the case study. Findings - From this analysis it emerged that: companies could use more than one BM at a time; hence, BM innovation processes could co-exist and be run in parallel; the facing of high uncertainty might lead firms to choose a closed and/or a familiar BM, while explorative strategies could be pursued with open BMs; significant changes in strategies during the technology commercialization process are not necessarily reflected in a radical change in the BM; and firms could deliberately adopt interim strategies and BMs as means to identify the more suitable ones to reach the market. Originality/value - This case study illustrates how firms could innovate the processes of their BM development to face the uncertainties linked with the entry into a mature and highly conservative industry (food).
机译：目的-食品工业是一个成熟且复杂的行业。试图通过一项新技术创新的商业化渗透它的新进入者可能面临高度的不确定性和约束。通过协作进行创新以及确定合适的策略和创新业务模型（BM）的能力对于将技术创新引入该市场尤为重要。但是，尽管已经提倡使用这些功能的潜力，但我们仍然对新企业如何通过开发BM支持技术商业化过程缺乏全面的了解。本文旨在讨论这些问题。设计/方法/方法-为了解决这一差距，本文建立了一个概念框架，将现有文献的不同主体（即企业家精神，战略和创新）编织在一起，以分析与利用新兴技术相关的BM创新过程;使用IT IS 3D探索性案例研究中的数据确定框架的适用性-该公司已开始在食品行业中利用3D打印；并通过案例研究中的发现改进了最初的概念框架。调查结果-从分析得出的结论是：公司一次可以使用多个BM；因此，BM创新流程可以共存并并行运行；面对高度不确定性可能会导致企业选择封闭的和/或熟悉的BM，而对于开放式BM则可以寻求探索性策略；技术商业化过程中策略的重大变化不一定反映在BM中；公司可以故意采用临时策略和BM作为确定更合适的策略以进入市场的手段。原创性/价值-该案例研究说明了企业如何创新其BM开发流程，以应对与进入成熟且高度保守的行业（食品）相关的不确定性。

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