Despite increasing interest in business model innovation (BMI), there is only limited scholarship that examines how business model (BM) innovators present and explain their innovations to various stakeholders. As BMI often involves the creation of a new ecosystem, understanding how innovators can gain support of future ecosystem members is important. Based on a longitudinal case study of Salesforce, a pioneer in cloud computing, the authors show how the innovator’s skillful framing to different audiences fosters the emergence of an ecosystem around the new BM. The authors suggest that effective framing constitutes an important strategic process that enables BM innovators to shape new ecosystems due to the performative power of words.
We would like to thank Stefano Brusoni, Joern Hoppmann, two anonymous reviewers, and our session attendants during the MOC-TIM Conference at ETH Zurich for their comments on previous drafts.
Snihur, Y., Thomas, L.D.W. and Burgelman, R.A. (2018), "The Performative Power of Words: How Business Model Innovators Use Framing for Strategic Advantage", Sund, K.J., Galavan, R.J. and Brusoni, S. (Ed.) Cognition and Innovation (New Horizons in Managerial and Organizational Cognition, Vol. 3), Emerald Publishing Limited, pp. 13-44. https://doi.org/10.1108/978-1-78769-431-620181002Download as .RIS
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