René Bohnsack

Value propositions for disruptive technologies: Reconfiguration tactics in the case of electric vehicles

Disruptive technologies tend to underperform on attributes that are considered as key attributes of incumbent technologies and require new value propositions to increase mainstream customer appeal. Yet, how do firms reconfigure their value proposition as a way to overcome the technological inferiority of disruptive technologies? This article conceptualizes and empirically investigates the process of value proposition reconfiguration. Based on evidence on the commercialization of electric vehicles, it explores the tactics firms use to reconfigure value propositions to increase market acceptance from mainstream customers. The article develops a framework showing three reconfiguration tactics: compensating, enhancing, and coupling tactics.

From Green it to sustainable value: The path-dependent construction of sustainable innovation

The article discusses the use of the sustainable value perspective in the development of a framework that extends the green information technology/information science (IT/IS) discourse beyond ecological considerations to include social, environmental and economic value as worth and value as norms. An analysis of the path-dependent nature and the sociomateriality of sustainable value creation in the automotive industry is presented. It is also suggested that sustainable value creation necessitates a concerted effort among all stakeholders to reshape existing norms and values, to create new standards, and to reshape work systems for diffusing sustainable technologies.

Research on Sustainable Business Model Patterns: Status quo, Methodological Issues, and a Research Agenda

This chapter describes avenues for future research to develop a “sustainable business model pattern language.” The chapter reflects on how sustainable business model (SBM) patterns can be identified, described, and turned into a design language to support the development of more sustainable organisations. Such organisations solve ecological, social, and economic problems through new approaches to proposing, delivering, capturing, and creating value. Theoretical and conceptual elements as well as methodological issues of developing an SBM pattern language are discussed. The value of using patterns in practice is illustrated with two business model innovation tools, one analogue and one digital, that use different patterns, including revenue and pricing, circular economy, and SBM patterns. Finally, questions for future research are proposed.

Deriving vehicle-to-grid business models from consumer preferences

Combining electric cars with utility services seems to be a natural fit and holds the promise to tackle various mobility as well as electricity challenges at the same time. So far no viable business model for vehicle-to-grid technology has emerged, raising the question which characteristics a vehicle-to-grid business model should have. Drawing on an exploratory study amongst 189 Dutch consumers this study seeks to understand consumer preferences in vehicle-to-grid business models using conjoint analysis, factor analysis and cluster analysis. The results suggest that consumers prefer private ownership of an EV and a bidirectional charger instead of community ownership of bidirectional charger, they prefer utility companies instead of car companies as the aggregator and they require home and public charging. The most salient attributes in a V2G business model seem to be functional rather than financial or social. The customer segment with the highest willingness to adopt V2G prefers functional attributes. Based on the findings, the study proposes a business model that incorporates the derived preferences.