Unlocking the Hidden Value of Concepts: A Cognitive Approach to Business Model Innovation
提出一种理论，说明企业如何在无外部变化时通过生成性认知过程主动创新商业模式，将商业模式视为组织管理者对价值创造活动理解的认知图式，并借鉴类比推理和概念组合两种认知过程来设计创新商业模式。
We advance a theory of how business models can be innovated proactively in the absence of exogenous changes, through processes of generative cognition. We contribute to the cognitive perspective in strategy by analyzing business models as schemas that organize managerial understandings about the design of firms' value‐creating activities and exchanges and by theorizing how they can be innovated through processes for proactive schema change. Drawing on cognitive psychology research on two major cognitive processes through which individuals change their schema to cope with novelty, analogical reasoning and conceptual combination, we theorize firm‐level strategic processes for designing innovative business models. Copyright © 2015 Strategic Management Society.