Introduction: Todays, business model innovation (BMI) is one of the basic business solutions to respond to environmental dynamics and increase the competitiveness of firms. The present study aims to provide a framework for innovation in the business model of the pharmac
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Introduction: Todays, business model innovation (BMI) is one of the basic business solutions to respond to environmental dynamics and increase the competitiveness of firms. The present study aims to provide a framework for innovation in the business model of the pharmaceutical industry with a design thinking (DT) approach.Methods: The approach of the present study is qualitative and inductive-exploratory and is applied in terms of purpose. According to the strategy of case study of pharmaceutical industry, semi-structured interview was selected as the method of data collection. Non-probabilistic sampling method has been selected from purposive sampling method based on snowball sampling method. Statistical community of this study; Managers, consultants (internal and external) and employees of established companies and businesses in the pharmaceutical industry, specializing in the areas of design, innovation, R&D, business management and development. Cognitive mapping method has been used to analyze the data.Results: Based on the view of the process owners and the existing theoretical literature, the integrated BMI process framework of the pharmaceutical industry with the DT approach has five stages: 1- start, 2- inspiration, 3- idea generation, 4- integration and 5- implementation.Conclusion: DT is an approach that can be combined with other BMI tools to innovate in the established pharmaceutical business model.
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