NDLI: Business Models and Tactics in New Product Creation: The Interplay of Effectuation and Causation Processes

Content Provider	IEEE Xplore Digital Library
Author	Sitoh, M.K. Pan, S.L. Ching-Ying Yu
Copyright Year	1988
Abstract	Effectuation and causation are two contrasting approaches to new business development. We argue that these two approaches are generic decision-making mechanisms that can coexist with one another and that they are configured in specific ways during different phases in the process of new product creation. These decision-making mechanisms are influenced by internal and external market factors: the nature of activities of a phase and the interplay between the business model and tactics. Our research framework is a generic two-stage competitive process that separates business models from tactics. We conducted an in-depth case study of a console game creation project to examine these decision-making mechanisms and to explore how business models are formulated and how each mechanism influences subsequent tactics during the new product creation process. Our findings suggest the following four decision-making configurations with unique modes of interplay between business models and tactics: effectuation centric, discovery centric, causation centric, and tactic centric. The theoretical insights on the linkage between decision-making mechanisms and business models have important practical implications for new product creation.
Sponsorship	IEEE Technology Management Council
Starting Page	213
Ending Page	224
Page Count	12
File Size	2518384
File Format	PDF
ISSN	00189391
Volume Number	61
Issue Number	2
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2014-01-01
Publisher Place	U.S.A.
Access Restriction	One Nation One Subscription (ONOS)
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Games Decision making Biological system modeling Industries Adaptation models Interviews tactics Business model causation effectuation new product development processes organizational decision-making processes
Content Type	Text
Resource Type	Article
Subject	Strategy and Management Electrical and Electronic Engineering

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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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