| Title |
Business models in emerging industries: some lessons from the 'Better Place' electric-car debacle |
| ID_Doc |
65704 |
| Authors |
Olleros, FX |
| Title |
Business models in emerging industries: some lessons from the 'Better Place' electric-car debacle |
| Year |
2017 |
| Published |
International Journal Of Technology Management, 75.0, 1-4 |
| DOI |
10.1504/IJTM.2017.10006148 |
| Abstract |
In this article, I explore the role of optimal target markets in developing sustainable business models for promising new technologies. On the basis of a counterfactual analysis of what a failed electric-car pioneer could have done differently in order to survive and thrive, I argue that a high-technology start-up in an emerging industry needs to find the market where its value proposition stands the best chance of being perfectly scalable, fertile and lasting, and I show how these three qualities of a value proposition reinforce each other and can bring an initially reluctant market into being. I conclude that in emerging high-technology industries, the choice of the most adequate target market should be pre-eminent, since it is so pivotal to the selection and calibration of all other elements of a suitable business model. I close with a cautious plea for a more frequent use of theory-based counterfactuals in business research. |
| Author Keywords |
business models; value propositions; target markets; emerging industries; emerging technologies; high technology; start-ups; complementors; electric cars; counterfactual analysis |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED); Social Science Citation Index (SSCI) |
| EID |
WOS:000411846200010 |
| WoS Category |
Engineering, Multidisciplinary; Management; Operations Research & Management Science |
| Research Area |
Engineering; Business & Economics; Operations Research & Management Science |
| PDF |
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