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 companies move from selling products to delivering services, solutions, and customer outcomes.
Dual business models
How established and emerging business models coexist, compete for resources, share assets, and develop through different routines.
Digital technologies, AI and industrial ecosystems
How companies create and capture value when innovation depends on emerging technologies, AI, data, platforms, and partner ecosystems.
Sustainability transformation
How companies turn sustainability from a compliance agenda into business-model innovation and a source of growth.
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.
MIT Sloan Management Review
Integrate Sustainability and Innovation to Find New Opportunities
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.
Selected cases
INSEAD Publishing
Berkeley Haas Case Series
Can Holcim Build a Sustainable Future for the Construction Industry?
INSEAD Publishing
Suzano’s Innovability Transformation: The Next 100 Years
INSEAD Publishing
Enel – Delivering a Sustainable Impact from Innovation to the Business
Case Centre
Harvard Business Review articles
Ivanka Visnjic’s articles on innovation and business-model transformation.
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?
How can sustainability become a source of innovation and growth rather than a compliance exercise?