Commercializing Additive Manufacturing Technologies : A Business Model Innovation approach to shift from Traditional to Additive Manufacturing

Sammanfattning: Additive Manufacturing is a fast-developing technology that is considered to be a game changer in the manufacturing industry. However, a technological innovation itself has no single objective value for a company. Indeed, it is widely acknowledged that the key aspect of a successful commercialization of a technological innovation is the linkage of the technology and the business model. Based on a qualitative study, which presents how companies have to develop their business model to commercialize AM, we conducted interviews with two Swedish small and medium-sized enterprises, which plan to invest in Additive Manufacturing. These two companies are HGF, a manufacturer of thermoplastic elastomers and rubber products, and Tylö, a manufacturer of heaters, steam generators, saunas, steam showers, and infrared saunas. In our analysis, we decided to analyse the cases successively, according to the nine building blocks of the Business Model Canvas. Firstly, we conducted a within-case analysis to analyse each case isolated from each other, and secondly a cross-case analysis to find possible nexuses, relations or, contrasts. The chapter conclusion provides an overall discussion of the most important findings emerging from the analysis with regard to the required changes within the current business model to capture value from the technology. We could find some disparities for two building blocks (channels and revenue streams). Thus, this implies that there is no universal approach to develop the business model to introduce Additive Manufacturing. Nevertheless, most of the required adjustments show accordance. While three building blocks turned out to remain largely the same (key partnerships, cost structure, and customer segments), four building blocks require important changes (key activities, key resources, value propositions, and customer relationships. The most important implications for those building blocks are presented in the following: Key activities: Upgrade product development Key resources: Establish additional production facilities (3D-printers, etc.) Gather new knowledge about AM Value propositions: Offer customized products Customer relationships: Closer relationship with the (end) customer  Enhance customer co-creation