Business Modelling in the Fuzzy Front End of Innovation Exploring an approach Sander Limonard* 1 , Frank Berkers 1 , Omar Niamut 1 , Thomas Bachet 1 , Mark de Reuver 2 Acknowledgement This research was performed and funded within the FP7 EU funded Integrated Project FascinatE ( www.fascinate-project.eu ) R&D management conference 2011, 28-30 june 2011, Nörrkoping, Sweden * Presenting author 1 TNO Applied Research, Delft, the Netherlands 2 Technical University of Delft, the Netherlands

The challenge* time Flexibility in design choices Articulation of user/business requirements low high * Adapted from Collingridge (1980) and Christensen (2002) Fuzzy Front End

Research gap Number of partner organisations 1 5 15 Runtime of collaboration in years 4 2 Lack of concepts and methodology to coordinate and align strategies and make collaborative business decisions

Research gap in adressing the challenge time Flexibility in design choices Articulation of user/business requirements low high Fuzzy Front End Adressed in business modelling literature: scenario’s Not or poorly adressed in NPD literature: ‘Stakeholder analysis’; ensuring strategic commitment GAP

Proposed methodology

Format-Agnostic SCript-based INterAcTive Experience (FascinatE)