TY - JOUR
T1 - Design thinking to enhance the sustainable business modelling process
T2 - A workshop based on a value mapping process
AU - Geissdoerfer, Martin
AU - Bocken, Nancy M P
AU - Hultink, Erik Jan
PY - 2016
Y1 - 2016
N2 - Sustainable business model innovation is an emerging topic, but only few tools are currently available to assist companies in sustainable business modelling. This paper works towards closing this gap by bringing together ‘design thinking’ and ‘sustainable business model innovation’ to refine the creative process of developing sustainable value propositions and improve the overall business modelling process. This paper proposes a new workshop framework based on a value mapping process, which was developed by literature synthesis, expert interviews, and multiple workshops. The framework was transferred into a workshop routine and subsequently tested with companies and students. The resulting ‘Value Ideation’ process comprises value ideation, value opportunity selection, and value proposition prototyping. The integration of design thinking into the innovation process helps to create additional forms of value and include formerly underserved stakeholders in the value proposition. Thus, the Value Ideation process helps companies to improve their performance while becoming more sustainable. Workshop evaluations revealed that the Value Ideation process assists companies in enhancing their value proposition by including positive economic, societal, and environmental value and a wider range of stakeholder interests. The ‘design thinking’ elements stimulate the ideation process and help to harmonise often conflicting stakeholder interests.
AB - Sustainable business model innovation is an emerging topic, but only few tools are currently available to assist companies in sustainable business modelling. This paper works towards closing this gap by bringing together ‘design thinking’ and ‘sustainable business model innovation’ to refine the creative process of developing sustainable value propositions and improve the overall business modelling process. This paper proposes a new workshop framework based on a value mapping process, which was developed by literature synthesis, expert interviews, and multiple workshops. The framework was transferred into a workshop routine and subsequently tested with companies and students. The resulting ‘Value Ideation’ process comprises value ideation, value opportunity selection, and value proposition prototyping. The integration of design thinking into the innovation process helps to create additional forms of value and include formerly underserved stakeholders in the value proposition. Thus, the Value Ideation process helps companies to improve their performance while becoming more sustainable. Workshop evaluations revealed that the Value Ideation process assists companies in enhancing their value proposition by including positive economic, societal, and environmental value and a wider range of stakeholder interests. The ‘design thinking’ elements stimulate the ideation process and help to harmonise often conflicting stakeholder interests.
KW - Business model innovation
KW - Corporate sustainability
KW - Design thinking
KW - Failed value exchanges
KW - Value creation
KW - Value ideation
UR - http://www.scopus.com/inward/record.url?scp=84990913387&partnerID=8YFLogxK
U2 - 10.1016/j.jclepro.2016.07.020
DO - 10.1016/j.jclepro.2016.07.020
M3 - Article
AN - SCOPUS:84990913387
SN - 0959-6526
VL - 135
SP - 1218
EP - 1232
JO - Journal of Cleaner Production
JF - Journal of Cleaner Production
ER -