1
INNOVATION MANAGEMENT AND
BUSINESS MODELING
Inhoud
Session 1:Introduction to IMbm...........................................................................................7
What is innovation?......................................................................................................... 7
What is the difference between innovation and invention?..........................................7
why is (technological) innovation important?..................................................................8
What are sources of innovation?....................................................................................11
What are different types of innovation?.........................................................................14
session 2: innovation patterns and technology market dynamics.....................................19
innovation typology continued.......................................................................................19
Disruptive innovation and creating new market growth................................................21
the new disrupters – rita mcgrath..................................................................................26
technology and market dynamics..................................................................................28
session 3:business model innovation................................................................................37
business model innovation............................................................................................ 37
defining business ideas, models, cases and plans.........................................................37
Business ideas............................................................................................................ 37
Business models......................................................................................................... 39
Business case and plan.............................................................................................. 39
business model vs strategy........................................................................................40
business model patterns............................................................................................. 40
business model vs revenu model................................................................................41
value capturing (revenue)models...............................................................................41
business model vs revenu model (pt.2)......................................................................41
business model innovation............................................................................................ 42
business model innovation......................................................................................... 42
business model........................................................................................................... 42
business model evaluation tools....................................................................................43
business model analytical tools..................................................................................43
business model canvas............................................................................................... 43
business model navigator........................................................................................... 45
product, process and BM innovation...........................................................................46
business models......................................................................................................... 46
1
1
,session 4: innovation through digital transformation........................................................47
what drives digitalization and why is digital transformation important?........................47
digital trends.............................................................................................................. 47
world’s largest public companies................................................................................48
components of s&p 500.............................................................................................. 48
chatgpt adoption........................................................................................................ 48
competing with new digital disruptors........................................................................49
evolution of digitalization – from mainframes to ai........................................................49
digital evolution.......................................................................................................... 49
moore’s law................................................................................................................ 49
digital evolution.......................................................................................................... 50
what is digital transformation: defining key constructs.................................................51
stages of digital revolution......................................................................................... 51
key digital technologies.............................................................................................. 51
digitization, digitalization and digital transformation..................................................51
digital transformation (DT)......................................................................................... 51
key technologies that drive digital transformation.....................................................52
digital transformation: cases......................................................................................... 52
microsoft: the os software firm...................................................................................52
microsoft: moving to cloud & ai platform....................................................................53
microsoft: from packaged software to cloud & ai platform.........................................53
GE’s vision: from industrial giant to digital platform leader........................................54
Ge digital and predix: big vision, bigger complexity...................................................54
ge lessons: when digitalization isn’t transformation...................................................55
why is digital transformation and what explains such small success rate?....................56
digital transformation: success rate...........................................................................56
challenges of digital transformation...........................................................................56
cardwell’s law............................................................................................................. 57
mokyr’ origins of resistance to change (1994)............................................................57
nobel prize winners in economics in 2025..................................................................57
the responsible side of digital transformation................................................................57
digital transformation & environmental impact..........................................................58
digital transformation & ethics...................................................................................58
session 5:collaborative innovation....................................................................................59
what are the reasons to collaborate in innovation.........................................................59
advantages of collaborative innovation......................................................................59
why firms choose to collaborate.................................................................................59
what are the reasons to not collaborate in innovation?.................................................59
2
, reasons for going solo................................................................................................ 59
sum-up: why firms choose to collaborate...................................................................60
what are the different types of collaborative arrangements..........................................60
types of collaborative arrangements..........................................................................60
example of joint venture: lipton ice tea......................................................................61
choosing a model of collaboration..............................................................................61
choosing and monitoring partners.................................................................................62
choosing partners....................................................................................................... 62
partner monitoring & governance..............................................................................62
ensuring governance support strategic alignment.....................................................62
case examples............................................................................................................... 63
pfiter & bioNtech........................................................................................................ 63
apple watch nike........................................................................................................ 64
collaborative innovation: supplementary video..........................................................65
session 6: open business model innovation......................................................................65
external sources of innovation....................................................................................65
what is open innovation (OI).......................................................................................... 65
defining open innovation (oi)......................................................................................65
a closed innovation system........................................................................................65
what changed?........................................................................................................... 66
“outside in” oi/inbound oi........................................................................................... 66
capabilities for “outside in”/inbound oi.......................................................................67
“inside out” oi / outbound oi.......................................................................................67
case example: lego ideas........................................................................................... 68
case example: apple................................................................................................... 69
apple’s closed openness............................................................................................. 69
google’s open openness............................................................................................. 69
oi in smes...................................................................................................................... 70
jaga climate designers................................................................................................ 70
OI: jaga experience lab............................................................................................... 70
oi: jaga production days............................................................................................. 71
oi funnel approach...................................................................................................... 71
introduction open business models (obms)...................................................................71
open business models................................................................................................ 72
new approach to oi..................................................................................................... 72
session 7: guest lecture – beclimate hub..........................................................................73
Context.......................................................................................................................... 73
Fundamental motivations:............................................................................................. 73
3
, inspiration...................................................................................................................... 74
similar inspiring projects............................................................................................. 74
scope of action.............................................................................................................. 74
value proposition........................................................................................................... 74
value proposition........................................................................................................... 74
Partnership with climate center.....................................................................................75
community offering....................................................................................................... 75
session 8: innovation protection & ecosystems management..........................................76
why do we need ip protection?......................................................................................76
appropriability of an invention or innovation..............................................................76
ip protection: main legal protection mechanisms.......................................................76
patents....................................................................................................................... 76
trademarks and copyrights......................................................................................... 77
trade secrets.............................................................................................................. 77
different ip protection tools........................................................................................... 78
when is it best not to protect?.......................................................................................78
why did musk open up tesla’s patents: context..........................................................78
why did musk open up tesla’s patents: accelerating diffusion....................................79
why did musk open up tesla’s patents: standards battle & dominant design.............79
why did musk open up tesla’s patents: ecosystem approach.....................................80
ecosystem management............................................................................................... 80
innovation ecosystem................................................................................................. 80
ecosystem orchestration & management...................................................................80
ecosystem management: network effect....................................................................81
network effects & ecosystem strategy.......................................................................81
ecosystem roles.......................................................................................................... 82
illustrative cases............................................................................................................ 82
IBM’s clone wars......................................................................................................... 82
why did strava drop its legal action against garmin?..................................................83
ecosystem management vs ip protection...................................................................84
innovation opennes vs protection...............................................................................84
session 9: digital transformation and platform business models.......................................85
Introduction & connection to previous lectures..........................................................85
digital transformation and platformization.................................................................85
Defining a platform........................................................................................................ 85
predicting when markets will transform.........................................................................86
Define network effects and virality in a "multi-sided" market........................................86
virality and entry (barriers.......................................................................................... 86
4
INNOVATION MANAGEMENT AND
BUSINESS MODELING
Inhoud
Session 1:Introduction to IMbm...........................................................................................7
What is innovation?......................................................................................................... 7
What is the difference between innovation and invention?..........................................7
why is (technological) innovation important?..................................................................8
What are sources of innovation?....................................................................................11
What are different types of innovation?.........................................................................14
session 2: innovation patterns and technology market dynamics.....................................19
innovation typology continued.......................................................................................19
Disruptive innovation and creating new market growth................................................21
the new disrupters – rita mcgrath..................................................................................26
technology and market dynamics..................................................................................28
session 3:business model innovation................................................................................37
business model innovation............................................................................................ 37
defining business ideas, models, cases and plans.........................................................37
Business ideas............................................................................................................ 37
Business models......................................................................................................... 39
Business case and plan.............................................................................................. 39
business model vs strategy........................................................................................40
business model patterns............................................................................................. 40
business model vs revenu model................................................................................41
value capturing (revenue)models...............................................................................41
business model vs revenu model (pt.2)......................................................................41
business model innovation............................................................................................ 42
business model innovation......................................................................................... 42
business model........................................................................................................... 42
business model evaluation tools....................................................................................43
business model analytical tools..................................................................................43
business model canvas............................................................................................... 43
business model navigator........................................................................................... 45
product, process and BM innovation...........................................................................46
business models......................................................................................................... 46
1
1
,session 4: innovation through digital transformation........................................................47
what drives digitalization and why is digital transformation important?........................47
digital trends.............................................................................................................. 47
world’s largest public companies................................................................................48
components of s&p 500.............................................................................................. 48
chatgpt adoption........................................................................................................ 48
competing with new digital disruptors........................................................................49
evolution of digitalization – from mainframes to ai........................................................49
digital evolution.......................................................................................................... 49
moore’s law................................................................................................................ 49
digital evolution.......................................................................................................... 50
what is digital transformation: defining key constructs.................................................51
stages of digital revolution......................................................................................... 51
key digital technologies.............................................................................................. 51
digitization, digitalization and digital transformation..................................................51
digital transformation (DT)......................................................................................... 51
key technologies that drive digital transformation.....................................................52
digital transformation: cases......................................................................................... 52
microsoft: the os software firm...................................................................................52
microsoft: moving to cloud & ai platform....................................................................53
microsoft: from packaged software to cloud & ai platform.........................................53
GE’s vision: from industrial giant to digital platform leader........................................54
Ge digital and predix: big vision, bigger complexity...................................................54
ge lessons: when digitalization isn’t transformation...................................................55
why is digital transformation and what explains such small success rate?....................56
digital transformation: success rate...........................................................................56
challenges of digital transformation...........................................................................56
cardwell’s law............................................................................................................. 57
mokyr’ origins of resistance to change (1994)............................................................57
nobel prize winners in economics in 2025..................................................................57
the responsible side of digital transformation................................................................57
digital transformation & environmental impact..........................................................58
digital transformation & ethics...................................................................................58
session 5:collaborative innovation....................................................................................59
what are the reasons to collaborate in innovation.........................................................59
advantages of collaborative innovation......................................................................59
why firms choose to collaborate.................................................................................59
what are the reasons to not collaborate in innovation?.................................................59
2
, reasons for going solo................................................................................................ 59
sum-up: why firms choose to collaborate...................................................................60
what are the different types of collaborative arrangements..........................................60
types of collaborative arrangements..........................................................................60
example of joint venture: lipton ice tea......................................................................61
choosing a model of collaboration..............................................................................61
choosing and monitoring partners.................................................................................62
choosing partners....................................................................................................... 62
partner monitoring & governance..............................................................................62
ensuring governance support strategic alignment.....................................................62
case examples............................................................................................................... 63
pfiter & bioNtech........................................................................................................ 63
apple watch nike........................................................................................................ 64
collaborative innovation: supplementary video..........................................................65
session 6: open business model innovation......................................................................65
external sources of innovation....................................................................................65
what is open innovation (OI).......................................................................................... 65
defining open innovation (oi)......................................................................................65
a closed innovation system........................................................................................65
what changed?........................................................................................................... 66
“outside in” oi/inbound oi........................................................................................... 66
capabilities for “outside in”/inbound oi.......................................................................67
“inside out” oi / outbound oi.......................................................................................67
case example: lego ideas........................................................................................... 68
case example: apple................................................................................................... 69
apple’s closed openness............................................................................................. 69
google’s open openness............................................................................................. 69
oi in smes...................................................................................................................... 70
jaga climate designers................................................................................................ 70
OI: jaga experience lab............................................................................................... 70
oi: jaga production days............................................................................................. 71
oi funnel approach...................................................................................................... 71
introduction open business models (obms)...................................................................71
open business models................................................................................................ 72
new approach to oi..................................................................................................... 72
session 7: guest lecture – beclimate hub..........................................................................73
Context.......................................................................................................................... 73
Fundamental motivations:............................................................................................. 73
3
, inspiration...................................................................................................................... 74
similar inspiring projects............................................................................................. 74
scope of action.............................................................................................................. 74
value proposition........................................................................................................... 74
value proposition........................................................................................................... 74
Partnership with climate center.....................................................................................75
community offering....................................................................................................... 75
session 8: innovation protection & ecosystems management..........................................76
why do we need ip protection?......................................................................................76
appropriability of an invention or innovation..............................................................76
ip protection: main legal protection mechanisms.......................................................76
patents....................................................................................................................... 76
trademarks and copyrights......................................................................................... 77
trade secrets.............................................................................................................. 77
different ip protection tools........................................................................................... 78
when is it best not to protect?.......................................................................................78
why did musk open up tesla’s patents: context..........................................................78
why did musk open up tesla’s patents: accelerating diffusion....................................79
why did musk open up tesla’s patents: standards battle & dominant design.............79
why did musk open up tesla’s patents: ecosystem approach.....................................80
ecosystem management............................................................................................... 80
innovation ecosystem................................................................................................. 80
ecosystem orchestration & management...................................................................80
ecosystem management: network effect....................................................................81
network effects & ecosystem strategy.......................................................................81
ecosystem roles.......................................................................................................... 82
illustrative cases............................................................................................................ 82
IBM’s clone wars......................................................................................................... 82
why did strava drop its legal action against garmin?..................................................83
ecosystem management vs ip protection...................................................................84
innovation opennes vs protection...............................................................................84
session 9: digital transformation and platform business models.......................................85
Introduction & connection to previous lectures..........................................................85
digital transformation and platformization.................................................................85
Defining a platform........................................................................................................ 85
predicting when markets will transform.........................................................................86
Define network effects and virality in a "multi-sided" market........................................86
virality and entry (barriers.......................................................................................... 86
4
