Business Model Innovation: A Game Changing Strategy
The Viabmu website reports that according to Markides, successful invaders change the rules of the game by coming up with a whole new strategy and innovative business model. Business model innovation is the discovery of novel business models in an existing industry. Such an innovation either gets previously non-consumers into the market space or gets existing consumers to consume more. The innovators offer a value proposition which is quite different from competitors and they appeal to a different consumer segment in the first phase. To serve such a segment, organization structure and activities set up by innovators are very different and often conflict with incumbent players.
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