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Continuous Experimentation with Product-Led Business Models : A Comparative Case Study

Ros, Rasmus LU (2021) 11th International Conference on Software Business, ICSOB 2020 In Lecture Notes in Business Information Processing 407. p.143-158
Abstract

Context. Continuous experimentation is used by many companies to improve their products with users data. In this study, the efficacy of continuous experimentation as used in two different types of business models (product-led or sales-led). Method. Two case companies with a product-led business model and three companies with sales-led business model were compared against each other. 14 interviewees were selected from the cases. Results. Having a product-led business model enabled four different drivers to continuous experimentation: 1) development and sales & marketing integration, 2) improved prioritization, 3) decreased feature bloat, and 4) product measurability. Conclusions. The takeaway message is that a company must be... (More)

Context. Continuous experimentation is used by many companies to improve their products with users data. In this study, the efficacy of continuous experimentation as used in two different types of business models (product-led or sales-led). Method. Two case companies with a product-led business model and three companies with sales-led business model were compared against each other. 14 interviewees were selected from the cases. Results. Having a product-led business model enabled four different drivers to continuous experimentation: 1) development and sales & marketing integration, 2) improved prioritization, 3) decreased feature bloat, and 4) product measurability. Conclusions. The takeaway message is that a company must be structured in the right way to obtain benefits from experimentation.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
keywords
Business models, Continuous experimentation, SaaS
host publication
Software Business - 11th International Conference, ICSOB 2020, Proceedings
series title
Lecture Notes in Business Information Processing
editor
Klotins, Eriks and Wnuk, Krzysztof
volume
407
pages
16 pages
publisher
Springer Science and Business Media B.V.
conference name
11th International Conference on Software Business, ICSOB 2020
conference location
Karlskrona, Sweden
conference dates
2020-11-16 - 2020-11-18
external identifiers
  • scopus:85101392383
ISSN
1865-1356
1865-1348
ISBN
9783030672911
DOI
10.1007/978-3-030-67292-8_11
language
English
LU publication?
yes
id
8a73e787-ee1e-4569-8c36-527fa512943b
date added to LUP
2021-03-10 13:40:30
date last changed
2025-03-21 12:55:45
@inproceedings{8a73e787-ee1e-4569-8c36-527fa512943b,
  abstract     = {{<p>Context. Continuous experimentation is used by many companies to improve their products with users data. In this study, the efficacy of continuous experimentation as used in two different types of business models (product-led or sales-led). Method. Two case companies with a product-led business model and three companies with sales-led business model were compared against each other. 14 interviewees were selected from the cases. Results. Having a product-led business model enabled four different drivers to continuous experimentation: 1) development and sales &amp; marketing integration, 2) improved prioritization, 3) decreased feature bloat, and 4) product measurability. Conclusions. The takeaway message is that a company must be structured in the right way to obtain benefits from experimentation.</p>}},
  author       = {{Ros, Rasmus}},
  booktitle    = {{Software Business - 11th International Conference, ICSOB 2020, Proceedings}},
  editor       = {{Klotins, Eriks and Wnuk, Krzysztof}},
  isbn         = {{9783030672911}},
  issn         = {{1865-1356}},
  keywords     = {{Business models; Continuous experimentation; SaaS}},
  language     = {{eng}},
  pages        = {{143--158}},
  publisher    = {{Springer Science and Business Media B.V.}},
  series       = {{Lecture Notes in Business Information Processing}},
  title        = {{Continuous Experimentation with Product-Led Business Models : A Comparative Case Study}},
  url          = {{http://dx.doi.org/10.1007/978-3-030-67292-8_11}},
  doi          = {{10.1007/978-3-030-67292-8_11}},
  volume       = {{407}},
  year         = {{2021}},
}