Business model design in the case of complex innovations: a conceptual model

Exploring business models for managing uncertainty in healthcare, medical devices, and biotechnology industries

The medical devices, biotechnology, and healthcare industries are closely tied to innovation, with companies relying on research and development and new product introduction. However, innovation activities like research and development can be costly, and commercializing new products faces complexities. Having effective business models (BMs) aligned with such innovation activities is crucial. This study delves into the intricacies of BMs in these innovator companies, emphasizing the pivotal role of effective BMs in navigating uncertainties and fostering innovation. This study conducted a systematic literature review to synthesize knowledge on BMs in innovator health-tech companies and compare models on dimensions like infrastructure, offering, customers, and finances. The review of 34 recent papers revealed 9 key BMs - open innovation, sustainable, dynamic, dual, spin-off, frugal, high-tech entrepreneurial content marketing, back-end, and product-service systems BMs. The analysis found open innovation, sustainability, and dynamicity as foundational models that can serve as a basis when combined with others. The paper unveils a tailored Dynamic Sustainable Business Model (DSBM) for Health-Tech, designed to integrate adaptability and sustainability, providing a framework for companies to leverage emerging technologies effectively. Additionally, a conceptual framework outlining 28 groups of uncertainty factors in BMs was developed to aid risk management in health-tech. The findings offer crucial insights for companies in health-tech industries, aiding them in managing innovation and value creation amidst a rapidly evolving landscape.