It is argued in most academic literature that Business Model (BM)
is a general model for how any business runs or should be run, it
is the "blueprint of the business". Conversely we argue that no
business has just one BM, one model on which it runs all its
business or intends to run its business. In other words the BM can
be used for "as-is" and the "to-be" businesses. However our
research, in contrast to the other BM frameworks, indicates that
businesses have more BMs - both "as-is" and "to-be" BMs - the multi
business model approach. This was already theoretically indicated
by Markides and Charitou in 2004, and again in the
Casadesus-Masanell and Ricart model of 2010, but sadly no one in
the BM community has followed up on this since then. It could have
made a breakthrough in our understanding of BMs, Business Model
Innovation (BMI) and Strategic BMI. The Multi Business Model
Innovation Approach addresses the concerns in the BM community and
in BMI practice to just focus on the ideation and conceptualization
of BMs. "BM canvassing", innovating BM building blocks or BM
dimensions when carrying out BMI, so-called "blind business model
innovation", is not sufficient to run and understand a business
today. BMs and BMI must address all the different levels in a
business. All BMs are objects to BMI and should be used to maximize
the performance and sustainability of the business. The core
business and all levels BMs, such as BM dimension components, BM
dimensions, BM portfolio, and Business Model Ecosystem (BMES),
should all be considered for BMI. The book addresses and documents
a gap in BM research and the BM community - but also proposes a
generic definition and language of a BM and BMI layers. The
significance and importance of this work is related to significant
and unexplored possibilities that BMI offers today, and can offer
tomorrow. When we thoroughly understand all levels, dimensions and
components of the business and its business models, and we are able
to communicate, work and innovate with business models at all
levels together, then a next step in BM and BMI research and
practice can be taken. It is proposed that any BMs are related to
seven dimensions- value proposition, user and/or customer, value
chain functions (internal), competence, network, relations and
value formulae. It is further proposed that seven different levels
of a BMI from the most detailed level - the BM dimension component
- to the BM dimension, BM, BM portfolio, business, and the vertical
and horizontal business model ecosystem layer - and these can be
objects to BMI. Conceptually, the Business Model Cube was formed
using the seven dimensions which could be used both in a 2D and a
3D version.
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