Business model innovation 2.0 : a conceptual approach to add responsbility

Abstract

In this paper, a responsible business model innovation process is developed based on the existing process of the St. Gallen Business Model Navigator. For its development, a literature review was conducted to formulate requirements that a responsible business model innovation process should fulfil. In particular, the four guiding principles of responsible research and innovation were considered: anticipation, inclusion, reflection, and responsiveness. Based on these findings, several aspects were added to the Business Model Navigator. The focus was on extending the description of a business model along the magic triangle with two additional levels, the environmental one and the social one. Additionally a new step was added in the initiation phase to make the purpose of the process more visible. The results contribute to the current understanding of a responsible business model innovation process, where ethical, social, and environmental aspects are included as core parts of the business model itself.