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In bk.: BUSINESS TRENDS: RESEARCH AGENDA IN INNOVATIONS AND ENTREPRENEURSHIP. Collection of scientific papers.. 2020. Ch. 2. P. 14-23.

R&D and marketing NPD cooperation: antecedents and consequences in Russian companies

Denis Fomenkov, Kirill Veselov.

Social Science Research Network. Social Science Research Network. SSRN, 2015

Product business-models

Учебный год
Обучение ведется на английском языке
Курс обязательный
Когда читается:
1-й курс, 2 модуль


Course Syllabus


Without a proper and sustainable business model, even the best products or technological innovations will not thrive. This discipline aims to develop the skills and knowledge needed to both develop the new products business model of a start-up and change the new products business model of an existing business.
Learning Objectives

Learning Objectives

  • To develop the skills and knowledge needed to both develop the new products business model of a start-up and change the new products business model of an existing business
Expected Learning Outcomes

Expected Learning Outcomes

  • Names and describes approaches to business-model definition
  • Knows tools of value proposition development
  • Is able to formulate a value proposition
  • Identifies a type of a business-model
  • Knows main characteristics of business-models types
  • Can destinguish main factors, affecting a business-model
  • Analyses trends affecting business-models
  • Uses tools for BM-testing
  • Knows approaches to BMI management
  • Develops a plan on business-model innovation and change
Course Contents

Course Contents

  • Nature and content of business-model
    The purpose of business-model projecting and analysis.
  • Value creation
    Value proposition. Value chain. sources of innovation in value creation
  • Types of business-models
    One-side and platform business-models. Factors of business-model architecture
  • Business-model innovation
    Sources and drivers of business-models innovation
  • Business-model testing
  • Managing business-model innovation
Assessment Elements

Assessment Elements

  • non-blocking In-class work
  • non-blocking Analysis of a case
  • non-blocking Exam
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.4 * Analysis of a case + 0.3 * Exam + 0.3 * In-class work


Recommended Core Bibliography

  • Harvard Business Review, Clayton M. Christensen, Mark W. Johnson, Rita Gunther McGrath, & Steve Blank. (2019). HBR’s 10 Must Reads on Business Model Innovation (with Featured Article “Reinventing Your Business Model” by Mark W. Johnson, Clayton M. Christensen, and Henning Kagermann). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1855536
  • Osterwalder, A., Clark, T., & Pigneur, Y. (2010). Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=335366
  • Volberda, H. W., Van Den Bosch, F. A. J., & Heij, K. (2018). Reinventing Business Models : How Firms Cope with Disruption. Oxford: OUP Oxford. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1729606

Recommended Additional Bibliography

  • Alexander Osterwalder, & Yves Pigneur. (2010). Aligning Profit and Purpose Through Business Model Innovation. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.518B3EE4
  • Alexander Osterwalder, Yves Pigneur, & Christopher L. Tucci. (2005). Clarifying Business Models: Origins, Present and Future of the Concept. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.9253EA35
  • Anderson, C. (2014). The Long Tail : Why the Future of Business Is Selling Less of More. New York: Hachette Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=765066
  • Blank, S. (2013). Why the Lean Start-Up Changes Everything. Harvard Business Review, 91(5), 63–72. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=87039866
  • Junic Kim, & Hwanho Choi. (2019). Value Co-Creation through Social Media: A Case Study of a Start-Up Company. Journal of Business Economics and Management, (1), 1. https://doi.org/10.3846/jbem.2019.6262
  • McGrath, R. G. (2001). Exploratory Learning, Innovative Capacity, and Managerial Oversight. Academy of Management Journal, 44(1), 118–131. https://doi.org/10.5465/3069340
  • McGrath, R. G., & Keil, T. (2007). The Value Captor’s Process. Harvard Business Review, 85(5), 128–136. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=24647412
  • McGrath, R. G., & MacMillan, I. C. (2005). Market Busting. Harvard Business Review, 83(3), 80–89. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=16235390
  • Osterwalder, A., & Euchner, J. (2019). Business Model Innovation: An Interview with Alex Osterwalder. Research Technology Management, 62(4), 12. https://doi.org/10.1080/08956308.2019.1613114
  • Osterwalder, A., & Pigneur, Y. (2013). Designing Business Models and Similar Strategic Objects: The Contribution of IS. Journal of the Association for Information Systems, 14, 237–244. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=89299515
  • Osterwalder, A., Smith, A., Bernarda, G., & Pigneur, Y. (2014). Value Proposition Design : How to Create Products and Services Customers Want. Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=945730
  • Sahlman, W. A., Hoffman, R., Andreessen, M., & Blank, S. G. (2018). HBR’s 10 Must Reads on Entrepreneurship and Startups (featuring Bonus Article “Why the Lean Startup Changes Everything” by Steve Blank). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798805
  • Построение бизнес-моделей: Настольная книга стратега и новатора / Остервальдер А., Пинье И., - 2-е изд. - М.:Альпина Пабл., 2016. - 288 с.: ISBN 978-5-9614-1844-6 - Режим доступа: http://znanium.com/catalog/product/916078
  • Разработка ценностных предложений: Как создавать товары и услуги, которые захотят купить потребители. Ваш первый шаг: Учебное пособие / Остервальдер А., Пинье И., Бернарда Г. - М.:Альпина Пабл., 2016. - 312 с.: ISBN 978-5-9614-4907-5 - Режим доступа: http://znanium.com/catalog/product/923404
  • Стартап: Настольная книга основателя / Бланк С.М., Дорф Б., - 3-е изд. - М.:Альпина Пабл., 2016. - 616 с.: ISBN 978-5-9614-5027-9 - Режим доступа: http://znanium.com/catalog/product/924002