Using Action Research for Gaining Competitive Advantage out of the Internet, s Impact on Existing Business Models

The aim of this paper is to identify the contribution of the action research theory within a methodology for developing eBusiness business models which was elaborated at evolaris and is currently validated in various business cases. First a definition of the terms business model and action research are given and the prerequisites for such a methodology are presented. We found that for the improvement of existing business models the principles of action research – to interact intensively with the participant; or to review, to document, and to reflect the found results – are very valuable. Consequently the presented methodology is divided into the three phases –Understand, Identify the internet’s impact and Change. These phases embraces seven specific steps which are grounded either on system theory, system dynamics or action research. First results obtained in a business case with one of our partners imply the importance of the application of the action research theory in a methodology for improving existing business models. Christoph Auer, Manuela Follack