René Bohnsack gave a research seminar at MIT Sloan School of Management entitled “Business Model Innovation for Disruptive Technologies” based on the recently published paper ‘Value Propositions for Disruptive Technologies: Reconfiguration Tactics in the Case of Electric Vehicles’ (California Management Review). The presentation showed how business model innovation can aid the commercialization of disruptive technologies and be a more timely solution than waiting for technological breakthroughs. It further conceptualized the process of value proposition reconfiguration and suggested tactics to increase market acceptance from mainstream customers.
If you are interested in the paper: Bohnsack, R. & Pinkse, J. (2017). Value Propositions for Disruptive Technologies: Reconfiguration Tactics in the Case of Electric Vehicles. California management review. 59. 79-96. 10.1177/0008125617717711.
— Abstract: 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 paper 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 paper develops a framework showing three reconfiguration tactics: compensating, enhancing, and coupling tactics.
