TY - JOUR

T1 - Interfunctional business models

T2 - Map grid for an uncharted quadrant of the blue ocean

AU - Roth, Steffen

AU - Melkonyan, Artak

AU - Kaivooja, Jari

AU - Manke, Birte

AU - Dana, Léo Paul

PY - 2018/9/5

Y1 - 2018/9/5

N2 - This article makes a case for the significance that borders have for new venture discovery. Since markets are social phenomena, new venture discoveries necessarily refer to the crossing of social borders. We draw on social systems theory and theories of social differentiation to understand how social borders are drawn. We demonstrate how this knowledge may be used to create and unfold a comprehensive market map that is useful for both the tracking of past and the anticipation of new venture discoveries. We use this map combined with illustrative cases to provide evidence that an entire quadrant of entrepreneurial opportunities is still uncharted in traditional maps for new venture discovery. We conclude that the future of new venture discovery is about the strategic transgression of social borders not only between traditional market segments or strata, but also between the function systems of society such as the political system, economy, science, art, religion, or the mass media system.

AB - This article makes a case for the significance that borders have for new venture discovery. Since markets are social phenomena, new venture discoveries necessarily refer to the crossing of social borders. We draw on social systems theory and theories of social differentiation to understand how social borders are drawn. We demonstrate how this knowledge may be used to create and unfold a comprehensive market map that is useful for both the tracking of past and the anticipation of new venture discoveries. We use this map combined with illustrative cases to provide evidence that an entire quadrant of entrepreneurial opportunities is still uncharted in traditional maps for new venture discovery. We conclude that the future of new venture discovery is about the strategic transgression of social borders not only between traditional market segments or strata, but also between the function systems of society such as the political system, economy, science, art, religion, or the mass media system.

KW - Blue ocean strategy

KW - Business model innovation

KW - Functional differentiation

KW - Social differentiation

KW - Social systems theory

KW - Management studies

UR - http://www.scopus.com/inward/record.url?scp=85053531443&partnerID=8YFLogxK

U2 - 10.1504/IJEV.2018.094628

DO - 10.1504/IJEV.2018.094628

M3 - Journal articles

AN - SCOPUS:85053531443

VL - 10

SP - 581

EP - 595

JO - International Journal of Entrepreneurial Venturing

JF - International Journal of Entrepreneurial Venturing

SN - 1742-5360

IS - 5

ER -