Business Modelling as Configuring Heuristics
Loock, Moritz Hacklin, Fredrik
Loock, Moritz
Hacklin, Fredrik
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Publication Type
Journal article with impact factor
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Supervisor
Publication Year
2015-11-09
Journal
Advances in Strategic Management
Book
Publication Volume
33
Publication Issue
Publication Begin page
187
Publication End page
205
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Abstract
Abstract While recent research has referred to a cognitive view on “business modelling,” it remains unclear in specifying the cognitive foundations of how such modelling happens. This paper proposes building on heuristics as models of individual cognition, which have proved effective foundations of adaptive individual and managerial behaviors. By also drawing on gestalt theory to specify principles of modelling as rule-based form giving, we propose business modelling as a managerial cognitive process of configuring heuristics. The paper makes three contributions. First, we introduce heuristics to the business modelling literature and so provide an established theory of adaptive individual behavior that strengthens the cognitive foundations of business modelling. Second, we conceptualize and theorize on the cognitive activity of business modelling as an iterative process of configuring heuristics by applying gestalt principles. Although the literature on business models has referred to the theories of configurations and gestalt, it has been left to this work to make the theoretical linkages between heuristics, gestalt theory and business modelling explicit. Third, our work contributes to the micro-foundations of the cognitive processes underlying business modelling and thus to broader accounts of adaptive managerial behaviors.
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Keywords
35 Commerce, Management, Tourism and Services, 50 Philosophy and Religious Studies, 5001 Applied Ethics, 3507 Strategy, Management and Organisational Behaviour, Behavioral and Social Science