Seminar: Designing as integrated activity in developing the business proposition in new high-tech ventures

Robin van Oorschot, postdoc at Technical University of Denmark, DTU Management Engineering will give the presentation Designing as integrated activity in developing the business proposition in new high-tech ventures.


The entrepreneurship literature proposes several process models for understanding the development of business propositions in new high-tech ventures. Most models propose engaging in one activity after another, with possible feedback loops. Our stand point is that new ventures are involved in multiple activities at the same time. To illustrate this, we build on the IDER model, which describes the temporal and simultaneous activities of Initiating, Designing, Engineering, and Realizing.
Based on two rounds of interviews with 10 new high-tech ventures, we identify three patterns of IDER processes. The first pattern follows a theoretical and smooth IDER process. This is useful for a new venture that seeks to focus on clearly framing its business proposition. In the second pattern, new ventures go through so-called wiggle processes that are illustrative for development iterations. The final five new ventures have ‘R-drops’ in their activities. The standard IDER model illustrates a smooth development process, but requires readily available knowledge to apply for the development of the business proposition. The wiggle processes help entrepreneurs to develop new knowledge by testing and constantly improving their business propositions. The ‘R-drop’ patterns illustrate ‘a trap’, where entrepreneurs thought they could fully Realize their business proposition in a ‘smooth’ manner, but were forced to engage in unforeseen Initiation, Design and Engineering activities to develop the missing knowledge parts.
Applying the IDER model to business proposition development process offers a new (visual) language to better understand these processes.

About the speaker

I am Robin van Oorschot, from the Netherlands. I did my bachelor education in Industrial Design at the Eindhoven University of Technology. After working as a designer, I moved to Sønderborg, where I did my master education in IT Product Design, learning about and working with Participatory Innovation. During and after my studies I worked with several companies in Denmark and Brazil on design and innovation.
I did my PhD at the Delft University of Technology, exploring how several constructs from the field of ‘design’ can improve the entrepreneurial process and entrepreneurship education. One of the key concepts here is education ‘through’ entrepreneurship; how do students learn about entrepreneurship by going through a ‘real’ entrepreneurial process themselves, and reflecting on this process.
In my current work at the DTU, I am interested in the similarities and differences in design, innovation and entrepreneurial processes. How can we as researchers better understand, through the use of a diversity of qualitative and quantitative methods, what people are actually doing in these processes?


Marcel Bogers