The case study examines how commercial value for new ideas is created through business model design. More specifically, the study is concerned with the commercialization process of a ‘dental care on wheels’ prototype called Suupirssi, which was originally manufactured for teaching and training purposes. It was later considered that mobile dental care services, and perhaps other types of mobile health care services, could have a wider business potential in both domestic and global markets. The case study elaborates on the process of designing and testing multiple business models that could be used either separately or simultaneously.
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