The seminar will present a visual language for designing, assessing and challenging business models. Business model innovation and industry changes will be illustrated with examples such as Nespresso, Circus of the Sun, and SunEdisson. Design thinking attitude and customer centricity will also be emphasized for exploring, prototyping and testing business models.
Three research areas and artifacts have been explored. The first one concerns the formalization and visualization of the core constructs related to business models. The second area corresponds to the exploration of how design techniques might contribute to improving the generation and evaluation of multiple business models. The third one is the research of computer-aided design assisting in the process of designing strategic objects such as business models.