How to push new technologies into the market: An approach for business model design of new technologies

Pushing new technologies in the market and boosting the rate of adoption are key factors for the competitiveness of high-technology companies and applied research institution. However, those companies and institutions face a number of barriers and challenges when marketing their new technologies, like for example the existing risk aversion among the market participant [7, 13].In many cases, new technologies were marketed just the same way, as the old ones, even if they show other characteristics. However, the reflection of new business models for technology marketing could add a significant benefit to companies to increase the rate of adoption of their new technology. Business model innovation is a topic in the research of technology management to which attention has been paid to in recent years. However, a lot of approaches lack of applicability, especially in terms of generating and evaluating business model ideas for technologies. Thus, this paper introduces an approach how to create business models ideas for new technologies. It contains the description of business model concepts and process model for the development of business model ideas. A use case in the field of Organic photovoltaic technology will demonstrate the practical applicability of this approach.