Esade Business School
The question at the center of the work
Visnjic connects services, dual business models, ecosystems and sustainability to explain how an established company changes both its customer promise and the organization that delivers it.
Services and outcome-based models
How manufacturers move from selling products to accepting responsibility for customer outcomes.
Dual business models
How established and emerging models coexist, compete for resources and develop through different routines.
Digital and industrial ecosystems
How companies create and capture value when delivery depends on partners, platforms and shared data.
Sustainability transformation
How environmental ambition becomes a change in the business model rather than a collection of initiatives.
A new promise changes the work.
Selling an outcome requires different knowledge, risk allocation, customer relationships and responsibility for delivery.
Value creation and value capture must develop together.
A proposition can be valuable to customers and still fail if pricing, contracts and operating economics remain unresolved.
The transition is organizational as well as commercial.
Sales incentives, technical capabilities, decision rights and measures must support the new model while the established business performs.
Ecosystems require deliberate governance.
Partners need clear roles, shared standards and an agreed way to distribute value, risk and information.
HBR article
Harvard Business Review · 2025
Why sustainability becomes consequential when it changes customers, value propositions, capabilities and economics.
HBR article
Harvard Business Review · 2024
How established organizations can make innovation part of the operating model rather than a peripheral program.
Research
Organization Science · 2022
How companies manage trade-offs and paradoxes while established and new business models coexist.
Research
California Management Review · 2022
A framework for orchestrating the industrial ecosystems required by digital services.
Research
California Management Review · 2013
A foundational account of the capabilities and organizational changes required for servitization.
Research
Journal of Product Innovation Management · 2020
How outcome-based business models evolve as firms align customer value with commercial viability.
Case
Esade case · 2024
A case about purpose, digital change, AI and the organizational work of building future businesses.
Case
Esade case · 2021
A case about using an ecosystem to extend innovation beyond the boundaries of one organization.
Complete Harvard Business Review record
The guided selections above are a place to begin. The verified record below brings together Ivanka Visnjic’s Harvard Business Review articles.
HARVARD BUSINESS REVIEW
Ivanka Visnjic, Felipe Monteiro and Michael L. Tushman
Ivanka Visnjic and Ronnie Leten
What customer outcome is the business prepared to promise and be accountable for?
Which new capabilities, data and partner relationships does that promise require?
How will the company price risk and capture enough value to sustain the model?
Where must the new model differ from the core, and which assets must remain shared?
What governance will allow partners to make decisions and resolve competing interests?