Department of Business Development and Technology

Annabeth Aagaard

Mapping the types of business experimentation in creating sustainable value: A case study of cleantech start-ups

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  • Annabeth Aagaard
  • Ulla Saari, Jönköping University, Finland
  • Saku Mäkinen, Tampere University, Finland
In this study, business experimentation for sustainable value creation is explored through seven cleantech start-ups by applying the systemic combining approach. The findings reveal novel descriptions of six different business experimentation types. The study also advances our theoretical understanding of how the specific roles of learning, signaling, and convincing dominate each of the experimentation types differently and how each type of business experimentation has a distinct purpose. Furthermore, our findings propose how business experimentation types can be applied as a continuum as part of the cleantech start-ups’ sustainable value creation process. Hence, our study contributes theoretically to our understanding of business experimentation for sustainable value creation and how the different types are applied in cleantech start-ups. We conclude our treatise with managerial implications and outline fruitful future research avenues.
Original languageEnglish
Article number123182
JournalJournal of Cleaner Production
Number of pages12
Publication statusPublished - Jan 2021

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