Business Model Innovation

25 important questions on Business Model Innovation

Why have we started thinking in terms of 'business models'?

The relationship between customer and supplier has changed, the supply side driven logic of the industrial era has become no longer viable.

What reasons have been given for the change towards 'business model' thinking?

Customers have:
  • More information
  • More alternatives
  • More variety in their needs

And we have evolved towards the information economy

What is a business model according to Teece?

A conceptual, rather than financial, model of a business.
Making assumptions about:
  • Customers
  • The behaviour of revenues and costs
  • The changing nature of user needs
  • Likely competitor responses
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What does a business model articulate according to Sorescu?

How an organisation creates value for its customers, and appropriates value from its markets

What is a business model according to Amit et al.?

A bundle of specific activities conducted to:
  • satisfy the perceived needs of the market
  • with the specification of which partners conduct which activities
  • how these activities are linked to each other

Why did interest in business models spike?

Businesses changed their approach when entering the information era, traditional economic thinking was challenged. (piracy etc.)

What is the Customer Value Proposition?

The important problem or need, satisfied through an offering for the target customers

What specifications must the CVP include?

  • Target Customer
  • Job to be Done
  • Offering (what is being offered)

What are some important questions to consider when setting up your Customer Value Proposition?

How important is this problem for the customer?
What are the existing ways that the customer is satisfying this need with current offerings?

What are the sub-dimensions of the profit formula?

  • Revenue model
  • Cost Structure
  • Margin Model
  • Resource Velocity

What entails the cost structure?

Direct costs, indirect costs, economies of scale.
The cost structure is predominantly driven by the cost of the key resources required by the business model

What entails the margin model?

The contribution needed from each transaction to achieve desired profits, based on the expected volume and cost structure.

What entails the resource velocity?

How fast we need to turn over inventory, fixed assets, and other assets.

What are the two important elements that one must think about when writing down key resources in their business model?

Identify the key resources that create value for the customer, and articulate how those elements interact

Why did common economic studies not implement business model theories in their curriculum?

TBC

What does the 'fridge resource' example teach us about the business model theory of Johnson et al.?

Although it is prefered to think from the CVP towards the other components of the model, it is not uncommon that, for example, resources trigger you to think of problems that customers could have.

You open the fridge, see what it has to offer, and then come to an idea what to cook

How could one enable the development of a disruptive innovation?

By taking out a resource (Business Model Theory) that is normaly possessed by the main stream companies, to create a simpeler product or service, and provide this at a cheaper price or larger scale i.e. A disruptive innovation

What is a key characteristic of successful companies with regards to their key processes?

The have operational and managerial processes that allow them to deliver value in a way they can successfully repeat and increase in scale

What are the main differences between value creation and value appropriation?

Value creation is geared toward the customer value proposition; the important problem or need of a customer satisfied through an offering.
Value appropriation is more in line with the revenue model; the pricing strategy that enables revenue generation

How have 'modern' companies changed the way value creation and value appropriation work together?

From targeting the same customer for value creation and seperation, where the revenue was generated by providing value to the same customer, to targeting different customers for value creation and seperation, value is created for one customer, and appropriated from a different customer.

What is an example of this "changed way of interaction between value creation and appropriation"?

Facebook providing "free" user experience to millions of customers, so they can generate a revenue stream through advertisers (different 'customers'), helped by the use of data from their main customers

What are some examples of interdependecies of all business model components?

  1. Delivering value requires rethinking of resources
  2. Capturing value requires design of appropriate processess
  3. Existing resources or potential resources may inspire new value propositions

How can you 'rethink' resources to deliver value?

Owning resources, outsourcing resources, partnering with other players to obtain resources

Why is business model innovation difficult?

    • Lack of clear definitions and fundamental understanding of concept
    • Existing companies are often unaware of specifics of their business models
    • Difficulty of diagnosing when the business model innovation is urgent

Why do companies find it difficult to diagnose when business model innovation is urgent?

If companies are 'trapped' in their previous succes, it becomes difficult because:
  • Existing business models and revenue streams dictate their priorities
  • Novel opportunities can be inconsitent with their existing business models (can even canabalise their current way of working)
  • Firms have to build a capability to understand it, decompose it, and renew it

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