Building on cognitive theories and business model literature, the object of this paper is to analyze to what extent entrepreneurs rely on heuristics to develop business models. While recent research has referred to a cognitive perspective on business modeling, it is still unclear how the cognitive founda- tions of such modeling happens. Despite the constraining effects that management and entrepreneur- ship literature has attributed to these cognitive tools, we argue that in making sense of uncertainty, “fast and frugal” heuristics provides entrepreneurs with robust strategies to connect the dots that give rise to startups and their business models. The paper makes two main contributions. First, we introduce the heuristic of similarity into the business modeling literature. Second, through the results of a qualitative survey, we conceptualize and theorize on the cognitive activity of business modeling, presenting it as an iterative process of configuring heuristics.

Business models and heuristics: how do they work together?

Roberta Pellegrino
Primo
;
Maria Cristina Cinici;Daniela Baglieri
Ultimo
2018-01-01

Abstract

Building on cognitive theories and business model literature, the object of this paper is to analyze to what extent entrepreneurs rely on heuristics to develop business models. While recent research has referred to a cognitive perspective on business modeling, it is still unclear how the cognitive founda- tions of such modeling happens. Despite the constraining effects that management and entrepreneur- ship literature has attributed to these cognitive tools, we argue that in making sense of uncertainty, “fast and frugal” heuristics provides entrepreneurs with robust strategies to connect the dots that give rise to startups and their business models. The paper makes two main contributions. First, we introduce the heuristic of similarity into the business modeling literature. Second, through the results of a qualitative survey, we conceptualize and theorize on the cognitive activity of business modeling, presenting it as an iterative process of configuring heuristics.
2018
File in questo prodotto:
File Dimensione Formato  
Pellegrino et al 2018.pdf.pdf

solo gestori archivio

Tipologia: Versione Editoriale (PDF)
Licenza: Tutti i diritti riservati (All rights reserved)
Dimensione 330.59 kB
Formato Adobe PDF
330.59 kB Adobe PDF   Visualizza/Apri   Richiedi una copia
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11570/3129346
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact