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How to design a winning business model. Ramon casadesus-Masanell and Joan E. Ricart HBR / 2011.01. 목차. 1. Examples of the Apple. 2. Road map. 3. Business modal : A Definition. 4. How great models are built. 5. . When a new business model is needed. 1. Business model.

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How to design a winning business model

Ramon casadesus-Masanell and Joan E. Ricart

HBR / 2011.01




Examples of the Apple


Road map


Business modal : A Definition


How great models are built


. When a new business model is needed


1. Business model

Sustainable advantage may well begin with the business model.

The success or failure if a company’s business model depends largely on how it interacts with model of other players in the industry.

Whereas network effects ate an exogenous feature of technologies winner take all effects can be triggered by companies if they make the right choices in developing their business model.

Good business models create virtuous cycles


2. What is a business model, really?

Joan Magretta – “The story that explains how an enterprise works”

Clay Christensen – business model should consist of four elements : a customer value proposition, a profit formula, key resources, and key processes.

Component of a business model must be the choices that executives make about how the organization should operate

Companies make three types of choices

Policy choices.

Asset choices.

Governance choices.


3. How business models generate virtuous cycles

Successful business model generate virtuous cycle, or feedback loops, that are self-reinforcing

Enterprise can make choices that allow it to build assets or resources – be they project management skills, production experience, reputation, asset utilization, trust, or bargaining power


3. How business models generate virtuous cycles

This process generates virtuous cycles that continuously strengthen the business model, creating a dynamic that’s similar to that of network effects

However, they usually reach a limit and trigger counterbalancing cycles, or the slow down because of their interactions with other business model.


4. Competing with business model

Strengthen your virtuous cycle.

Weaken competitors’ cycles.

Turn competitors into complements.


5. Business models vs. Strategy vs. Tactics

Business model – logic of the company – how it operates and creates and captures value for stakeholders in a competitive marketplace.

Strategy – the contingent plan about which business model to use.

Strategy focuses on building competitive advantage by defending a unique position or exploiting a valuable and idiosyncratic set of resources.

3. Tactics – the residual choices open to a company by vritue of the business model.