Balancing scalability readiness and demand: Towards an integrative framework
Authors
Faaborg, Mikkel Golding ; Bak, Christoffer Dencker ; Untaru, Ilie-Cristian
Term
4. term
Publication year
2018
Submitted on
2018-06-06
Pages
135
Abstract
This thesis addresses how firms incur extra costs and risks when scalability readiness and market demand grow out of sync. It aims to integrate insights from innovation and strategy into a framework that helps decision-makers balance investments in readiness and demand generation. Drawing on a broad literature review (including scalability, dynamic capabilities, business models, exploration/exploitation, and strategy under uncertainty), the authors develop a framework and propositions, then assess them through two case studies of firms that experienced imbalance—Shaping New Tomorrow and OGbets—using Business Model Canvas analyses and interviews. The findings suggest the framework can diagnose major sources of imbalance, sequence the required preparations, capabilities, processes, and flexibilities over time, and serve as a strategic guide for managing the risks of investing in either readiness or demand. The core propositions are that successful scaling requires a scalable business model and dynamic capabilities to build both readiness and demand, and that misalignment between them increases costs. The contribution is a practical, cross-disciplinary framework for scaling that can guide practitioners, while acknowledging the need for further validation.
Denne afhandling adresserer, at mange virksomheder får øgede omkostninger og risici, når deres skaleringsparathed og efterspørgsel udvikler sig i ubalance. Formålet er at samle viden fra innovations- og strategilitteraturen i en integrativ ramme, der hjælper beslutningstagere med at balancere investeringer i skaleringsparathed og skabelse af efterspørgsel. På baggrund af en bred litteraturgennemgang (bl.a. om skalerbarhed, dynamiske kapabiliteter, forretningsmodeller, exploration/ exploitation og strategi under usikkerhed) udvikles et rammeværk og tilhørende propositioner. Rammeværket afprøves i to casestudier af virksomheder, der har oplevet ubalance – Shaping New Tomorrow og OGbets – gennem analyser med Business Model Canvas og interviews. Resultaterne indikerer, at rammeværket kan identificere de væsentligste ubalancer, strukturere hvilke forberedelser, kapabiliteter, processer og fleksibilitet der bør være på plads hvornår, samt fungere som strategisk guide til at håndtere risici ved at investere i enten parathed eller efterspørgsel. De centrale propositioner er, at vellykket skalering kræver en skalerbar forretningsmodel og dynamiske kapabiliteter til at skabe både skaleringsparathed og efterspørgsel, og at ubalance mellem disse medfører ekstraomkostninger. Bidraget er et praktisk, tværgående rammeværk, der kan anvendes som vejledning ved skalering, om end yderligere validering er nødvendig.
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