The purpose of this study is to examine the architectural corporate choices underlying the process of Business Model Innovation in the Italian Smart Building industry. A growing body of research is concerned with why the Smart Building industry represents an ideal setting for companies to embrace business opportunities. Yet the organizational issues that firms’ Business Model design engenders for innovation processes have been largely overlooked. In a study of 51 between small, medium-size, and large enterprises, both national and foreign but operating in Italy, we investigate the design decisions that fit the Business Models of firms active in the Italian Smart Building market to create and offer high-performing new technological innovations and solutions. The structure used to present our results derives its inspiration from the Business Model Canvas (Osterwalder & Pigneur, 2010); however, it differs from the original framework by aggregating its nine components into four main blocks: Offer, Customer Segments, Infrastructure and Financial Viability. Our analysis shows, for each of these blocks, which are the main strategic organizational decisions underlying Business Model Innovation initiatives for the interviewed companies. First, we separately analyze every single sector contributing to the realization of a Smart Building (namely, Energy Service Companies, Utility Companies, Facility Management Companies, General Contractors, Systems and Installation Designer, Technology Providers, Hardware and Software Providers, and Telecommunication Operators); then we present a cross-sector analysis to understand and characterize the overall trends of the industry.
L'obiettivo di questo studio è quello di esaminare le decisioni circa la struttura aziendale nel processo di Business Model Innovation nel mercato italiano dello Smart Building. Un numero crescente di ricercatori studia i motivi per cui il mercato dello Smart Building rappresenta un setting ideale per le società che vogliono cogliere opportunità di business. Eppure si trascurano le sfide organizzative che il Business Model design di tali società genera nei processi di innovazione. In uno studio di 51 tra piccole, medie e grandi imprese, sia nazionali che straniere ma operanti in Italia, abbiamo investigato le decisioni progettuali riguardo i Business Model delle società attive nel mercato italiano dello Smart Building per creare ed offrire innovazioni tecnologiche e soluzioni ad alte prestazioni. La struttura impiegata per presentare i risultati trae ispirazione dal Business Model Canvas (Osterwalder & Pigneur, 2010); tuttavia, differisce dal framework originale in quanto aggrega i suoi nove componenti in quattro blocchi: Offerta, Segmenti di Clientela, Infrastruttura e Disponibilità Finanziaria. La nostra analisi mostra, per ciascuno di questi blocchi, quali sono le principali decisioni organizzative strategiche sottostanti alle iniziative di Business Model Innovation per le società intervistate. Per prima cosa, analizziamo separatamente ogni singolo settore che contribuisce alla realizzazione di uno Smart Building (cioè ESCo, Utilities, Facility Management, General Contractors, Studi di progettazione impianti, Technology providers, Hardware e Software providers e Telco); in seguito, presentiamo un'analisi trasversale per comprendere e caratterizzare i trend attuali del mercato.
Business model innovation in the smart building industry
AMAGLIO, LAVINIA;d'ONOFRIO, CATERINA
2018/2019
Abstract
The purpose of this study is to examine the architectural corporate choices underlying the process of Business Model Innovation in the Italian Smart Building industry. A growing body of research is concerned with why the Smart Building industry represents an ideal setting for companies to embrace business opportunities. Yet the organizational issues that firms’ Business Model design engenders for innovation processes have been largely overlooked. In a study of 51 between small, medium-size, and large enterprises, both national and foreign but operating in Italy, we investigate the design decisions that fit the Business Models of firms active in the Italian Smart Building market to create and offer high-performing new technological innovations and solutions. The structure used to present our results derives its inspiration from the Business Model Canvas (Osterwalder & Pigneur, 2010); however, it differs from the original framework by aggregating its nine components into four main blocks: Offer, Customer Segments, Infrastructure and Financial Viability. Our analysis shows, for each of these blocks, which are the main strategic organizational decisions underlying Business Model Innovation initiatives for the interviewed companies. First, we separately analyze every single sector contributing to the realization of a Smart Building (namely, Energy Service Companies, Utility Companies, Facility Management Companies, General Contractors, Systems and Installation Designer, Technology Providers, Hardware and Software Providers, and Telecommunication Operators); then we present a cross-sector analysis to understand and characterize the overall trends of the industry.| File | Dimensione | Formato | |
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2019_12_Amaglio_d'Onofrio.pdf
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https://hdl.handle.net/10589/151734