The purpose of this paper is to provide a more useful business models assessment method than the traditional intuitive one. The paper also compares both methods, in order to display what does the intuitive assessment method really assess.
An experimental approach allows the authors to generate a set of business models, in order to assess them and to compare alternative assessment methods in a quantitative manner.
The work proposes a scale for ex ante business models assessment consisting on eight indicators. This provides an ex ante assessment that takes into consideration a wider range of factors than the traditional intuitive assessment. The comparison between both methods shows which factors are intuitively taken into account and which are not.
The research contributes to expand the business model creation framework.
A more accurate assessment will show the most promising business models that will result in higher chances of success of new business ventures.
As companies and entrepreneurs hardly have the possibility to implement more than one business model, to choose the best option becomes essential. This selection could mark the threshold between success and failure, and between wealth creation and destruction.
Little research has been conducted in a field that might be really fruitful, the field of business model ex ante assessment. The work faces the challenge using an experimental methodology that allows to broaden the range of situations to study.
The authors would like to thank the journal’s editors and the two anonymous reviewers for their valuable comments.
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