Students must write an essay. The essay should be a minimum of 2,000 words and no longer than 2,500 words.
The objective of this essay is to develop your understanding of the business model as a concept and how a theoretical understanding of business models can be used to explain the exploitation of innovations by organisations in real-life.
Academic literature relating to business models abounds but the academic community has not yet been able to agree on one single conceptualisation of the term. To successfully complete this part of the assessment, you are required to explore the academic, theoretical literature on business models and write an essay addressing the following: Based on your exploration of relevant literature, choose one conceptualisation that you think best explains how organisations exploit innovations. Explain your chosen conceptualisation and present a clear justification of your choice by:
critically discussing its superiority in comparison to one alternative conceptualisation; and by
applying it to a real-life innovation of your choice, which was introduced within the last 5 years.
You should include at least 5 references and no more than 20 references.
Detailed rubric information can be found in the assessment section in Moodle.
This is an assignment which must be completed by students individually.
The video is based on your essay's finding, that is, what you argued in the first assessment piece. Students must explain their essay's main arguments via a short video presentation. The video presentation should be a minimum of 3 minutes in duration and no longer than 5 minutes. Your video submission should be accompanied by a (Word document) transcript of what was said in the video.
The Online Video
The objective of this video is to develop your (practical) video production skills and ability to explain difficult theoretical concepts to laypeople.
To successfully complete this part of the assessment, you are required to produce a short video that summarises the key arguments of your essay. However, your video should not just be a verbatim repeat of what was said in your essay. It should be uniquely descriptive and explanative, and focus on explaining why you believe your chosen business model approach is superior or more useful in real-life than the other one you discussed in your essay.
To maximise your marks, you should pay special attention to explaining the innovation example from real-life and how it can be understood using your chosen business model approach. Students will be rewarded for using the video medium consistently and creatively. You should make sure your transcript makes sense without the accompanying video, that is, if someone reading it does not have the opportunity to view and listen to your video submission first.
Assessment criteria: A detailed rubric can be found in the assessment section in Moodle.