User:Richphil/Business biomimetics

Business biomimetics: the application of biomimetics to busines stratgey
Managers are taught strategy using models and concepts developed by both academics observing business practice and practitioners using their experience. Typically these models are presented as a simple diagram or checklists supported by case studies and application notes. Biologists study life by observation and capture nature’s complex systems and structures often as the solution to problems. Engineers have grasped these principles of learning from nature and are actively engaged in the pursuit of solutions in this rapidly emerging field of biomimetics

Like biological organisms, businesses are concerned about their fitness for the future, whether this be survival or growth. If biomimetics works when applied at the product level is it possible to apply it at the business level?

By combining the engineering approach and coupling it with the principles of management concepts business biomimetics develops management models based on nature and explores whether, when applied in different management situations, the models can generate a broader range of strategic ideas. And that these ideas, when implemented, provide greater value than those ideas generated by conventional management thinking and training.

Called business biomimetics, it is distinct from the current use of biomimetics in that it is strategic; a way of thinking differently about the business, market, competition and customer. Business biomimetics is a new term developed by Phil Richardson at the University fo Bath and is proposed as an emerging field within biomimetics.

Using research groups at the University of Bath as the basis of testing this approach, fitness for the future, is measured by comparing conventional management models with newly developed business biomimetic models. Analysis of the results demonstrated evidence to support the hypothesis that business biomimetics had a positive effect on the future fitness for the groups as measured by increases in values for esteem and the generation of intellectual capital: nationally recognised measures for the success of research groups. Further evidence to support the hypothesis was gained from a number of case studies which span a range of industries and disciplines. These case studies show encouraging results where the ideas generated by the business biomimetic models demonstrate a richer set of ideas that inspire the managers involved. One case follows the business from previous failure through the development of business biomimetically inspired ideas, implementation and into measureable results. Subsequent improvements include increased revenue, reduced costs, improved supply chain efficiency, better customer relationships and a clearer understanding of the cross functional integration value.

However the business biomimetic approach did not improve short term performance as measured by the development of immediate revenue generation ideas. The conventional management models were more successful in this respect. The thesis concludes that the application of biomimetics to business does improve the fitness for the future for business where a long term need exists. Short term, quick fix, revenue development, is still best served with conventional management models. A combination of conventional management and business biomimetics provides a solution that addresses both the short and long term needs of business.

The delivery of a business biomimetic approach was facilitated by the invention of the Infinity Context Free Process which provided a framework to translate business problems into biological research areas and then the formulation of implementable business projects. A glimpse into the future for business biomimetics is provided in the epilogue which presents examples of the application of business biomimetics and shares the embryonic first steps by businesses to use nature as a guiding principle in sustainability, corporate social responsibility, growth and leadership development. The use of business biomimetics opens up the 3.8 billion years worth of natures expertise and provides a new way, for business leaders to innovate. And when coupled with conventional management approaches, provides a way to design and manage businesses that are fit for now and for the future.