Tekniken är en sak men att övertyga marknaden och i slutändan nå kommersiell framgång är en annan. Teknik och marknad måste förstås simultant för att vi ska kunna bygga hållbara affärsmodeller för framtidens energibolag.
business models will be developed and tested in experimental ventures which are created and operated together with the companies in the project. The companies are responsible for the operation of the new ventures inclose collaboration with the researchers. The companies will set up a business model lab for testing the business models in a real-life setting. The opportunity to test various business models in their real context over time constructs a unique data capturing method made possible through the collaboration in the consortium. A study approach is adopted based on longitudinal and experimental real-time data capturing. Theory and practice will be integrated to reach both the goals of the companies and the experimental ventures as well as the goals of the researchers. This in an attempt to enhance the researchers’ knowledge and understanding of the business models, and at the same time increase the theoretical relation and relevance for the project. The research will be developed in cycles of change in which initial research about the ventures provides information to guide subsequent action.
The research is conducted in three phases:
First, information will be sought about the current situation and the problem that needs to be solved, along with advice and a plan on how to solve the problem.
Second, the learning process will be activated by taking action according to the plan.
Third, the results of the action will then be analyzed to determine progress and provide further knowledge to guide additional action. The goal is to find “best practices” for new venture development in a disruptive industry by improving the contents, structures and governance of business models.
Data will be captured through interviews and participatory observations, as well as through other types of readily available sources (naturally available data such as documents, presentations, emails, etc.). Performance will be measured as means to evaluate various business models and their fit.