Innovation in business model design is attracting increasing attention from companies. This article develops a road map that will enable firms to choose from one of four types of generic business models as their primary focus and then go through a systematic process to consider multiple design configurations for their business model and use decision protocols to choose the design that has a high probability of success.
The author would like to thank Peter Bryant, Simon Wakeman, Pablo Martin de Holan, Dr. Stephen Jones, Vicki Tift, Karen Davila, Charles Baden-Fuller, David Teece, Mohanbir Sawhney, Jim LeMay, Paul Sems, and all my EMBA students since 2008.
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