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How to use analogies for creative business modelling

Ryan Rumble (Department of Management, Technology and Strategy, Grenoble Ecole de Management, Grenoble, France)
Niall Anthony Minto (School of Management, Dublin Institute of Technology, Dublin, Ireland)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 18 April 2017




This paper aims to present a method for interpreting and reinterpreting business models as analogies to support the creation of new business model ideas.


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.


Managers can design creative business models by seeking multiple interpretations of the way other businesses create and capture value.


Business model frameworks are commonplace, but there is little discussion on how to use them effectively. Furthermore, while analogies are helpful in inspiring novel ideas, their creative potential is limited if the questions asked of and insights found in the case study are not reimagined. The authors provide a practical solution to increase creativity in business model design by recursively reflecting upon issues and solutions.



These two authors contributed equally to the work.


Rumble, R. and Minto, N.A. (2017), "How to use analogies for creative business modelling", Journal of Business Strategy, Vol. 38 No. 2, pp. 76-82.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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