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How To Use Analogies For Creative Business Modelling, Ryan Rumble, Niall Minto
How To Use Analogies For Creative Business Modelling, Ryan Rumble, Niall Minto
Articles
Purpose
This paper aims to present a method for interpreting and reinterpreting business models as analogies to support the creation of new business model ideas.
Design/methodology/approach
The authors use the literature on cognitive frames and attention to demonstrate the often-overlooked potential of analogies. From this, the authors derive practical recommendations for the use of analogies in creative business model design.
Findings
Managers can design creative business models by seeking multiple interpretations of the way other businesses create and capture value.
Originality/value
Business model frameworks are commonplace, but there is little discussion on how to use them effectively. Furthermore, while analogies …