California Management Review

Abstract

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. (Keywords: Business models, Competitive advantage, Design, Creativity, Normative perspective)

Related Topics