UML IUCEE Global Webinar:

“Designing Subscription Business Models”

Subscription business models are changing the way that Americans consume software, music, movies, television, fitness, clothing, and food. Even tractor maker Deere or carmakers GM and Volvo are trying to sell subscriptions to consumers. Venture capital firms and public investors tend to also invest more money into this new model. In our study, we found that subscription business models have design rules in customer-orientation, inter-functional coordination, and digitalization. In an analysis of new venture viability during the COVID-19 pandemic, we also find that changes in shareholder value, firm risk, and severity of loss with subscription business models are less, compared with rivals. We also introduce some teaching tools to inspire our students to identify the customer’s “job-to-be-done”, to map recurring payments, and to pitch the model to investors.

Presenters:

Dr. Sunny Li Sun is an associate professor at The University of Massachusetts Lowell. He published over 100 papers in leading journals such as the Harvard Business Review, Strategic Management Journal, Academy of Management Perspectives, Asia Pacific Journal of Management, Journal of World Business, and Multinational Business Review with over 5,400 Google Scholar Citations.

William Chongyang Zhou is a third-year entrepreneurship PhD student of at the Manning School of Business, University of Massachusetts Lowell. He teaches Principles of Entrepreneurship and Innovation at the undergraduate level. His research interests include new venture creation and growth, business model design, technological innovation, and corporate venture capital.