Four-step approach to idea management sequencing: redefining or reinventing values in a business model.

The purpose of this paper is to create and test an idea management sequence framework to reinvent or redefine the value proposition. Idea management with sequencing activities must be considered as a systematic managerial process and should not be confused with the occasional result of an individual with a design thinking mindset. This paper suggests a new approach-a systematic, 4-step idea management sequence to redefine or reinvent value proposition in a business model, which was validated through an action-based research method involving 20 managers from practice by applying the proposed framework.