BMGEN at St Gallen
talk at University of St Gallen (web), invited by Prof. Robert Winter
The talk is based on the following paper, and will explain the research behind the 15-year story of BMGEN:
Osterwalder, A., Pigneur, Y. (2013) Designing business models and similar strategic objects: the contribution of IS. Journal of AIS, 14(5), 237-244.
Based on our work and experience in the field of business models, we suggest that the current research focus in strategic management and entrepreneurship could be improved and enlightened by some of the more conceptual and design-oriented research. We highlight three areas in particular in which design science research has excelled that could inform research in strategic management. The first area concerns the identification, formalization, and visualization of the core constructs and models of interest related to the design and analysis of strategic business issues. The second area corresponds to the exploration of how design thinking techniques and tools might contribute to improving the design and prototyping of alternatives to strategic business questions. The third area addresses the research in computer-aided design assisting the process of designing strategic management objects such as business models.
