What You Get Is What You See—The Mutual Relationships between Images of Human Nature and Business Model Innovation

Abstract

Despite considerable scholarly interest in the drivers of and barriers to business model innovation for sustainability transformations, scholars have not yet explored the role of images of human nature in this context. This is surprising because economic decisions are profoundly shaped by assumptions about humanity and its role in the world. Applying conceptual modelling as a methodological approach, this article sheds light on the mutual relationships between images of human nature and business model innovation. The main insights are twofold: First, images of human nature can be drivers of or barriers to business model innovation, as they enable or obstruct the adoption of new business models. Second, images of human nature can be challenged and adjusted through practical experiences with business models. The article concludes that images of human nature as representing an evolving holon have the greatest potential to push forward sustainability transformation by understanding humanity in a post-anthropocentric way and facilitating a profound reconsideration of business and economy. This study contributes to research on business model innovation by answering recent calls to advance theoretical perspectives on the factors that influence decision-making in innovation processes. It also helps research and practice to understand why certain business model innovations are preferred over others.