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Business Model Innovation

How to Create a Winning Business Model

by Langdon Morris

Below you will find a link to an article he recently published in the International Journal of Innovation Science Volume 1 · Number 4 · December 2009.  It’s available here as a free PDF download.

You can also read his recent blog post about Business Model Innovation in which he explains some of the foundational concepts. Links to subsequent blog posts explaining each of the eight elements of business model innovation will be updated as they are posted.

  1. The Business Model Universe
  2. The External Drivers of Change
  3. The Customer Experience Model
  4. Core and Edge Markets Analysis
  5. Market Leader Analysis
  6. Competitor Analysis:  Jobs to Do
  7. Who Innovates?
  8. Putting it All Together: The Complete Business Model Innovation Master Plan

We look forward to your comments and suggestions as the project progresses.

The Strategy of Business Breakthroughs

cover artby Langdon Morris, Director, InnovationLabs

This article is reprinted from the International Journal of Innovation Science Volume 1 · Number 4 · December 2009


While a commonly-held mental image suggests that big corporations live very long lives, the reverse is actually true quite often, and the lifespan of companies is decreasing as the rate of change increases. The situation of accelerating change places ever greater challenges before each and every company, and while innovation is obviously a response to this dilemma, it turns out that not all types of innovation are equally valuable. Business model innovation, the subject of this paper, has proven to a tremendous source of competitive advantage. This paper examines many dimensions of business model innovation, focusing particularly on the relationship between a company and its customers, and the methods that companies use to grasp the bigger picture, or whole system perspective, that enables them to understand how their enterprise relates to the larger industry and broader economy in which it operates.


  • Introduction
  • Part I: The Mortality of Companies
    • The Fortune 500
    • The Forbes 100
    • The S&P 500
  • Part II: It’s the Business Model
    • Creative Destruction
    • Innovation
    • The Many Dimensions of Innovation
    • Competition & Business Models
    • Understanding Systems and Business Models
  • Part 3: Winning and Losing at Business Model Innovation
    • Understanding Customers
    • Summary of Business Model Innovation

Download a PDF reprint of the Business Model Innovation article here

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{ 3 comments… read them below or add one }

GordonG February 12, 2010 at 7:38 pm

This sounds interesting. Unfortunately there doesn’t seem to be a link to the PDF file you mention.
I wish you well in the project.


mkaufman February 12, 2010 at 8:49 pm

Sorry the link isn’t more obvious Gary. The link is in the upper right corner of the page – and now here too:


Maurice Bolo August 19, 2013 at 6:33 am

A great and interesting piece. Am embarking on some work on commercializing R&D products from universities and examining from a systems perspective the role of different players in this process. Business model innovation will certainly be one of the case studies of interest in this project. Thanks for sharing the article



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