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

Research output: Chapter in Book/Report/Conference proceedingPaper in conference proceedingpeer-review

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 structured in the right way to obtain benefits from experimentation.

Original languageEnglish
Title of host publicationSoftware Business - 11th International Conference, ICSOB 2020, Proceedings
EditorsEriks Klotins, Krzysztof Wnuk
PublisherSpringer Science and Business Media B.V.
Pages143-158
Number of pages16
ISBN (Print)9783030672911
DOIs
Publication statusPublished - 2021
Event11th International Conference on Software Business, ICSOB 2020 - Karlskrona, Sweden
Duration: 2020 Nov 162020 Nov 18

Publication series

NameLecture Notes in Business Information Processing
Volume407
ISSN (Print)1865-1348
ISSN (Electronic)1865-1356

Conference

Conference11th International Conference on Software Business, ICSOB 2020
Country/TerritorySweden
CityKarlskrona
Period2020/11/162020/11/18

Subject classification (UKÄ)

  • Software Engineering
  • Business Administration

Keywords

  • Business models
  • Continuous experimentation
  • SaaS

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