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research / germany
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This clearly points out that two entrepreneurial functions are basically to be executed:
firstly, innovation is necessary, secondly the market-making function is required. By
closely intertwining these two entrepreneurial functions, the opportunity arises to develop
completely new business models. These business models are the most important anchor
point in order to create service ventures.
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Business models basically consists of three different elements. The first one is the socalled
value proposition, which is followed by the second element, the so-called valueadded
architecture. These two elements are accompanied by the socalled
profitability model. Considering the fact that service ventures belong to the option
of product development and refinement, market relevant improvements are to be worked
out within the scope of the three mentioned elements. The scope of improvement
approaches is broad. One can think of product-accompanying services where the service
infrastructure is surrounding a core tangible product. Besides that firms in developing
countries can think in terms of stand-alone services. Facing the fact that for instance the
logistics infrastructure is very often poor, it makes sense to develop stand-alone services
in this area.
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