The Performative Power of Words: How Business Model Innovators Use Framing for Strategic Advantage

36 Pages Posted: 26 Apr 2018 Last revised: 27 Apr 2018

See all articles by Yuliya Snihur

Yuliya Snihur

University of Toulouse - Toulouse Business School

Llewellyn D W Thomas

Imperial College London - Entrepreneurship, Innovation, and Technology Management

Robert A. Burgelman

Stanford Graduate School of Business

Date Written: April 1, 2018

Abstract

Despite increasing interest in business model innovation, there is only limited scholarship that examines how business model innovators present and explain their innovations to various stakeholders. As business model innovation often involves the creation of a new ecosystem, understanding how innovators can gain support of future ecosystem members is important. Based on a longitudinal case study of Salesforce, a pioneer in cloud computing, we show how the innovator’s skillful framing to different audiences fosters the emergence of an ecosystem around the new business model. Our findings suggest that effective framing constitutes an important strategic process that enables business model innovators to shape new ecosystems due to the performative power of words.

Keywords: framing, business model innovation, ecosystem creation, performativity

Suggested Citation

Snihur, Yuliya and Thomas, Llewellyn and Burgelman, Robert A., The Performative Power of Words: How Business Model Innovators Use Framing for Strategic Advantage (April 1, 2018). Stanford University Graduate School of Business Research Paper No. 3663. Available at SSRN: https://ssrn.com/abstract=3169398 or http://dx.doi.org/10.2139/ssrn.3169398

Yuliya Snihur

University of Toulouse - Toulouse Business School ( email )

1, Place Jourdain
Toulouse, 31068
France
+33 752 29 01 01 (Phone)

Llewellyn Thomas

Imperial College London - Entrepreneurship, Innovation, and Technology Management ( email )

United Kingdom

Robert A. Burgelman (Contact Author)

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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