Ullrich, André | Weber, Edzard | Sultanow, Eldar

Creativity Technique-based Appraisal of the Strategic Component of a Business Model

Abstract

Business models should be inspected before going to mar- ket. For this purpose several analytical methods are avail- able. Another approach is to use creativity techniques to appraise specifi cally the strategic component of a business model. These may off er diverse possibilities to identify other business solutions far from conventional mindsets and ex- periences. Furthermore, this may stimulate the professional discourse among the team members and increase group awareness of complex scenarios, problems and solutions. This paper presents a use case of a creativity technique to check the alternatives of a pharmaceutical database soft- ware-based business model in a particular scenario with strong impacts on that business model.