The analysis strategy of this case study was to rely on theoretical propositions (Yin 2009, p. 130). For example, the research questions were used in organizing discussion and the interview frame for the interviews implemented in workshops were used in or-ganizing the data. In addition, literature was used to achieve understanding about phe-nomena related to topics of the research, and these identified phephe-nomena created certain
expectations for the researcher. This affected the interview frame, the research questions and the implementation of this study. It also had a role in the analyzing of the data be-cause these images provided perspective into what to bring up from the data. Thus, even though these propositions were not made clear with hypotheses, those remained signifi-cant for the study.
Transcriptions enabled the use of Atlas.ti in analyzing the interviews, which made it easier to carry out the analysis of the interviews systematically. The term computer-assisted qualitative data analysis software (CAQDAS) is often used in this subject.
These tools offer help to reliably process one’s data but these do not do the analysis for the researcher. (Yin 2009, pp. 127-129) Organizing the information was implemented by using codes. Codes are way to categorize data before giving meaning for the infor-mation. It makes it easier to check whether interviewees have answered similar ques-tions in similar manner. (Creswell, 2009, pp. 186-188) In this study the interview themes and bigger questions were used as codes and these were then defined more pre-cisely to achieve needed precision, while coding the interviews. As codes were changed or new were added also previously given codes were checked. After this, coding be-tween interviews was revised and brought into line. After this quotations with similar codes from different interviews were grouped and studied. The common themes and both differences and similarities were looked for, information under different codes were combined and meanings were searched. These quotations were also searched for possible attitudes toward services.
Observation data were used as they are in explaining the process of business model cre-ation. All this data gathered from observations and some materials attached to those were combined to create chronological story as the results of this thesis. This narrative did not focus on comparing specific hypothesis or presenting causal propositions and thus it can be seen as chronicle (Yin 2009, pp. 148-149). These observation notes were searched for those that considered business model creation process and its difficulties and these were collected. In addition, the observation data were searched for material that was related to the cooperation between CompanyCo’s representatives and external researcher. Themes that occurred often were then collected from these and challenges and advantages were mapped through this method. Through these methods some themes were brought into discussion section.
5 RESULTS
5.1 Background
At the beginning of business model development process, CompanyCo had an idea of using a certain material with new features in an area it had not been used widely before;
this is construction. This idea was the starting point for this process. To understand this creation process, it is important to know that this material is difficult to define. There is a term for this enhanced material but this term includes several variations of this en-hanced material. Furthermore, it is important to know which variation is meant because there is ambiguity in use of this term in current literature and there is need to know ex-actly which version has been used to make reliable comparisons.
The project was implemented in cooperation with Tampere University of Technology. It was executed by combining meetings and working separately. From CompanyCo there were three people who held the main responsibility about the business model develop-ment (I7) and a few people from the university helping through different parts of the project (I8). In Figure 11 these parties and the tasks they were involved in are described.
Different parties are illustrated in rectangles and different tasks in circles. Arrows de-scribe which party was involved in which task and the arrows from continuing rectangle combining the company’s representatives describes the tasks in which multiple mem-bers from the company were involved in. These tasks are a single listing of things done during the project and it is not exclusive, instead there might also be other tasks not mentioned in this figure. This represents researcher’s understanding about main tasks done during the process.
Customer analysis
Costs and Revenues Competitor
analysis
Market analysis Own resources
and capabilities Planning for
Future
Preparing Reference Cases
External researcher from
university
Team of external researchers from
the university Company
Representative 1 Company
Representative 2
Company Representative 3
Figure11: People involved in business model creation project and tasks they took part in
Through chapter 5 it can be observed that areas of business model development that the researcher was studying are covered more in detail than other areas due to the fact that the researcher had more knowledge about these. In addition, it is important to note that the word workshop in this study is used for companies that machine raw materials to produce elements not for interactive seminars. The rest of the results are arranged chronologically to open up the progress of business model creation process. Also as-pects that were found during it with observations and interviews are brought up to give view into the implementation. Information acquired through workshop interviews is presented in its own chapter 5.3.
5.2 Researcher’s view on new business model creation