Use this URL to cite or link to this record in EThOS:
Title: Digital innovations with inherent uncertainties : from the justification of value to the articulation of a value proposition
Author: Antonopoulou, Katerina
ISNI:       0000 0004 5915 7619
Awarding Body: University of Warwick
Current Institution: University of Warwick
Date of Award: 2015
Availability of Full Text:
Access from EThOS:
Access from Institution:
The establishment of business models for digital technology innovations of uncertain market potential is often seen as challenging because of the difficulties in conceptualizing the value of such ventures. There is, however, limited empirical material on how digital entrepreneurs and innovators assess the emerging value of a novel digital technology in practice in the early stages of its development. This thesis, therefore, seeks to investigate how the value of digital innovations with inherent uncertainties about the lack of clearly determined use and addressable markets is justified and how a value proposition is articulated in an emergent way during the design and development process of such innovations, and the implications this has for dealing with the challenges of establishing a business model in such a setting. In particular, I aim to answer: (a) how do the actors involved in the development of digital innovations justify the value of their innovation, (b) how is the value proposition of digital technology innovation with indeterminate use and addressable market arrived at in the development of such innovations, and (c) how does an emergent value proposition contribute to more generally on the theorization and development of business models when there is lack of clear idea of the use and an addressable market. This doctoral research explores these issues through an in-depth study of two ‘serious games’ development companies that seek to develop digital games for businesses. I argue that through mutual adjustment and reconciliation of different value elements, clarity and stability is brought to the articulation of value proposition, which is crucial to the eventual development and drawing-up of a formal business model. The contributions I make namely are: (a) providing insights into a socioeconomic justification of value for digital innovations (b) conceptualizing how a value proposition is articulated, (c) providing new insights into the relationship between value proposition and business model, and (d) introducing a new theoretical approach to the study of value proposition and business model development drawing from the pragmatics of justification.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: HD Industries. Land use. Labor