A Modified Delphi Method to Elicit and Compare Perceptions of Industry Trends

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Existing literature suggests that one reason why incumbent firms fail at radical business model innovation is the existence of cognitive barriers, such as a dominant core business logic. Such a dominant logic may result in organizational tensions, when a new logic emerges. In a related article in Technological Forecasting & Social Change, we argue that differences in strategic issue identification and interpretation can help to explain the cognitive barriers in this context. In the present article, we propose and demonstrate a 7-step Delphi based method to elicit and examine differences in the perception of industry trends, comparing innovators, core business employees, and external experts. We use the case study of a leading Nordic insurance firm to illustrate the method.
Sider (fra-til)1-10
StatusUdgivet - 6 okt. 2020


Exploring New Insurance Business Models

Sund, K. J. & Egfjord, K. F.

TRYG Fonden


Projekter: ProjektForskning

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