Simultaneous experimentation as a learning strategy: Business model development under uncertainty—Relevance in times of COVID ‐19 and beyond

Ventures operating under uncertainty face challenges defining a sustainable value proposition. Six longitudinal case studies reveal two approaches to business model development: focused commitment and simultaneous experimentation. While focused commitment positively affects initial growth, this commitment and lack of variety jeopardize long-term survival. Simultaneous experimentation implies lower initial growth levels, but facilitates long-term survival by enacting variety in a resource-effective manner. This article enriches organizational learning theory by demonstrating that not only distant search but also simultaneous experimentation results in variety. Moreover, simultaneous experimentation implies effectual behavior and reconciles the apparent juxtaposition between ‘action’ and ‘planning

• Publication year

  2013

• Venue

  Strategic Entrepreneurship Journal

• Publication date

  2013-12-01

• Fields of study

  Business, Economics, Computer Science

• Identifiers
  DOI 10.1002/SEJ.1170
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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