Designing an Innovative Networked Business Model

Publication Type:
Conference Proceeding
2016, pp. 322 - 347
Issue Date:
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The abundance of decentralized, yet organized online communities has fundamentally changed the way business operates. These firms are often defined as being part of the “sharing economy” or “collaborative consumption”. Academic literature has heralded the disruptive power and profitability of these firms, however, existing business pedagogy fails to keep up with the change. For example, most descriptions of the business model retain a firm-to-customer dynamic. While traditional firms retain this model, collaborative consumption businesses are peer-to-peer networks and adopt community structures more similar to traditional online communities than traditional, pre-internet firms or those using pre-internet logic. With the dominant logic shift, the authors seek to redesign the business model as a community network; based on predetermined knowledge found in business model and online community literature With this shift of companies to communities, the authors call upon literature from design management, business model innovation and prototyping to redesign the business model. The result of this process is a design innovation tool, which frames the collaborative consumption business model as a three-tiered model. The business model retains little hierarchy compared to previous models, where all members are actors in a wide network.
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