University of Oulu

Moqaddamerad, S. and Tapinos, E. (2023), Managing business model innovation uncertainties in 5G technology: a future-oriented sensemaking perspective. R&D Management, 53: 244-259.

Managing business model innovation uncertainties in 5G technology : a future-oriented sensemaking perspective

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Author: Moqaddamerad, Sara1; Tapinos, Efstathios2
Organizations: 1Department of Marketing Management and International Business, Oulu Business School, University of Oulu, Erkki Koiso-Kanttilan katu 1, Oulu, 90570 Finland
2Hunter Centre For Entrepreneurship, Strathclyde Business School, University of Strathclyde, 199 Cathedral Street, Glasgow, G4 0QU Scotland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.7 MB)
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Language: English
Published: John Wiley & Sons, 2023
Publish Date: 2023-05-02


It is well-established that technology — and particularly the uncertainties caused by emerging disruptive technologies — has an impact on industrial dynamics, forcing organizations to reimagine their business models. The in-depth qualitative case study of a Nordic telecom organization shows that the uncertainties created by disruptive technologies initiate a process of sensemaking and business model innovation, while the new business model becomes manifested at the final phase of the process (i.e., enactment). The newly developed business model has three dimensions reflecting value-centric activities, internal changes, and attempts to capitalize on external opportunities. Investigating the way in which managers handle uncertainties related to 5G, this research argues that business model innovation emerges from a future-oriented sensemaking process. The process model developed in this study entails three distinct phases disaggregated into eight underlying dimensions. The present study contributes in two ways: first, it advances our understanding about managing future uncertainties regarding business model innovation by identifying future-oriented sensemaking as a mechanism to manage these uncertainties. Second, it sheds light on the process model underpinning future-oriented sensemaking for business model innovation.

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Series: R&D management
ISSN: 0033-6807
ISSN-E: 1467-9310
ISSN-L: 0033-6807
Volume: 53
Issue: 2
Pages: 244 - 259
DOI: 10.1111/radm.12559
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: The study was made possible by activities conducted in relation to a project funded by BusinessFinland, which is gratefully acknowledged.
Copyright information: © 2022 The Authors. R&D Management published by RADMA and John Wiley & Sons Ltd.. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.