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• Article | Administrative Science Quarterly | June 2020

  Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model

  Rory McDonald and Kathleen Eisenhardt

  Prior research advances several explanations for entrepreneurial success in nascent markets but leaves a key imperative unexplored: the business model. By studying five ventures in the same nascent market, we develop a novel theoretical framework for understanding how entrepreneurs effectively design business models: parallel play. Similar to parallel play by preschoolers, entrepreneurs engaged in parallel play interweave action, cognition, and timing to accelerate learning about a novel world. Specifically, they (1) borrow from peers and focus on established substitutes, (2) test assumptions, then commit to a broad business-model template, and (3) pause before elaborating the activity system. The insights from our framework contribute to research on optimal distinctiveness, and to the learning and evolutionary-adjustment literature on search. More broadly, we blend organization theory with a fresh theoretical lens—business-model processes—to highlight how organizations actually work and create value.

  Keywords: search; legitimacy; organizational innovation; organizational learning; mechanisms and processes; institutional entrepreneurship; qualitative methods; business model design; Business Model; Business Startups; Entrepreneurship; Emerging Markets; Adaptation; Competition; Strategy;

  Citation:

  McDonald, Rory, and Kathleen Eisenhardt. "Parallel Play: Startups, Nascent Markets, and the Effective Design of a Business Model." Administrative Science Quarterly 65, no. 2 (June 2020): 483–523.  View Details

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• Article | Harvard Business Review | May–June 2020

  The New-Market Conundrum

  Rory McDonald and Kathleen M. Eisenhardt

  Brand-new markets are like the wormholes of science fiction, where the usual rules of time and space do not apply. When a market has just been born, the forces of competition there are constantly in flux, it’s unclear who your customers really are, and conventional strategies just don’t make sense. How then can you navigate this constantly shifting terrain?
  
  Over the past few years, we have interviewed entrepreneurs and corporate innovators in new fields such as genomics, augmented reality, and fintech. We discovered that the most successful ones practice something called “parallel play,” exploring and testing the world the way preschoolers do. Instead of trying to differentiate their businesses, they observe what others in the market are doing and borrow ideas. After relentless experimentation, they commit to a single template for creating value. But rather than quickly optimizing that template, they leave it partially undetermined and pause, watch, and wait. As they gather serendipitous insights and the market begins to settle, they refine their models bit by bit.

  Keywords: new markets; Business Model; Strategy; Framework; Innovation and Invention; Value Creation;

  Citation:

  McDonald, Rory, and Kathleen M. Eisenhardt. "The New-Market Conundrum." Harvard Business Review 98, no. 3 (May–June 2020): 75–83.  View Details

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• Case | HBS Case Collection | August 2019 (Revised April 2020)

  The Walt Disney Company: Theme Parks

  Rory McDonald, Allison Mnookin and Iuliana Mogosanu

  As he seeks to place the division he leads on a firm footing for the future, Tom Staggs, chairman of Walt Disney Parks and Resorts, is considering a range of investments designed either to upgrade the guest experience in the company’s existing parks or to expand access to “the Disney magic” beyond the company’s current efforts. The case invites students to reflect on the “job to be done” that the parks perform for their guests, as well as on how far Disney can go to accommodate those for whom the parks are out of reach while still maintaining a premium experience.

  Keywords: Entertainment; Investment; Expansion; Decision Making; Customer Satisfaction;

  Citation:

  McDonald, Rory, Allison Mnookin, and Iuliana Mogosanu. "The Walt Disney Company: Theme Parks." Harvard Business School Case 620-039, August 2019. (Revised April 2020.)  View Details

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