Intuition and Business Models:

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Other Title
  • 直感とビジネスモデル
  • The Importance of Behavior Change in Innovation
  • ― 行動変容に結びつかないイノベーションは自己満足に過ぎない ―

Abstract

<p>Red Bull was born from imitation of Oronamin C, while Zoom, a latecomer to Skype, has become the winner among online conferencing systems. These outcomes show that new ideas are not necessarily a sufficient condition for success. On the other hand, there are many businesses, such as TA-Q-BIN and Secom machine security, that were born from the inspiration of business owners; that is, as the result of intuition. This paper discusses the role and methodology of intuition (right brain) in business model formation. For example, how can the essence of an idea or business hints be obtained from this phenomenon. We conclude that the most important factor in innovation is to change the behavior of customers and society through the created business model. That is, innovation that cannot achieve a change for the customer is not a sustainable business model.</p>

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