Praktikenbasierte Geschäftsmodelltransformation: Zwischen Strategischer Frühaufklärung und Benchmarking

The transformation of the business model is regarded as central challenge for a future-oriented management. It is often assumed that only a high degree of foresight is needed to anticipate profitable developments at an early stage, for example in the form of extensive customer data, trend research or technological future scenarios.
In this book, I contrast this thinking by drawing on the perspective of socio-cultural practices and I develop a method to inspire and enable an organization to transform its business model. The crucial question of business model transformation -- "What will we do differently on Monday? -- is strictly speaking nothing other than the question of how to change organizational practices and the attitudes associated with it.
The method, which is explained on the basis of a practical case, comprises three steps: First, an inventory of the practices characteristic of the current business model is made. Secondly, on the basis of practice theory, innovation-intensive socio-cultural domains with a pioneering character are identified and their deviant practices are carved out. And thirdly, a strategic benchmarking process is carried out, which systematically checks the transferability of these deviant practices into the existing business model. The concept thus follows the logic of the perspicacious future thinker William Gibson, who once said "The future is already there, it´s just not evenly distributed -- yet".