• Definition and categorization of business model concepts
• Innovative business models
• Business model generation tool 1: Business model navigator
• Business model generation tool 2: Business model canvas
• Business model generation tool 3: Network-based business model
• Business model evolution and innovation
• Business model innovation methods (scenario technique, cus-tomer journey, creative imitation, value proposition)
At the end of the unit, students will have gained insights about the themes of business model architecture and innovation, with and without new technologies, as a key component to competitiveness and related critical success factors.
• Students understand and explain common business model concepts
• Know different business model generation tools
• Know different business model innovation methods
• Students know how to apply different tools analyzing business models
• Students practice working in teams
• Students document, present and discuss their team results in English
• Students understand the importance of value chain generation and innovation
Literature and other sources of information:
• Osterwalder, A. 2004. The business model ontology: A proposition in a design science approach. University of Lausanne: Doctoral thesis.
• Osterwalder, A. and Pigneur, Y., 2010. Business model generation: a handbook for vi-sionaries, game changers, and challengers. John Wiley & Sons.
• Gassmann, O., Frankenberger, K. and Csik, M., 2014. The business model navigator: 55 models that will revolutionise your business. Pearson UK.
• Gassmann, O., Frankenberger, K. and Csik, M., 2013. The St. Gallen business model navigator.
• Zott, C. & Amit, R. 2010. Business model design: an activity system perspective. Long range planning, 43(2): 216-226
• Amit, R., & Zott, C. 2001. Value creation in e-business. Strategic Management Journal, 22: 493-520.