The Business Model Navigator

Prof. Dr. Oliver Gassmann is professor of Technology Management at the University of St. Gallen, Switzerland, and Managing Director of the organisation. He is ranked one of the 5 top-most cited professors by the German Academic Association for Business Research and is one of the most influential economists in Germany, as well as one of IAMOT's top 45 researchers worldwide. Dr. Karolin Frankenberger is an assistant professor at the Institute of Technology Management, University of St.Gallen, Switzerland. Before joining the institute, she was a consultant at McKinsey & Company for several years, helping various clients in topics such as business model innovation and strategic change.

PART I

1.    The Business Model Navigator

The logic of business models

The age of business model innovations

Elements of a business model

Challenging industry thinking

2.    Business Model Navigation Principles

Know this: Creative imitation and the role of recombination

Initiation: Analyze your environment

Ideation: adapting patterns

Integration: Shaping your business model

Implementation: Realizing your plan

3.    Change Management

Promoting change

Defining your line of attack

Defining structures, processes, and goals

Building competencies

Culture as a change-driver

PART II: The 55 Business Model Innovation Patterns

1 ADD-ON Charge for Extras

2 AFFILIATION Partner Success = Own Success

3 AIKIDO Convert Competitors Strengths to Weaknesses

4 AUCTION Going once, going twice sold!

5 BARTER By-Products as a Bonus

6 CASH MACHINE Coining Money with Negative Working Capital

7 CROSS SELLING Two Birds with One Stone

8 CROWDFUNDING Swarm Financing

9 CROWDSOURCING Outsourcing to Swarms

10 CUSTOMER LOYALTY Rewards for Enduring Loyalty

11 DIGITIZATION Digitizing Physical Products

12 DIRECT SELLING Skipping Middlemen

13 E-COMMERCE Online Transparency and Cost Reductions

14 EXPERIENCE SELLING Emotionalizing Products

15 FLAT RATE Unlimited Consumption at a Fixed Price

16 FRACTIONAL OWNERSHIP Share Ownership and Use Efficiently

17 FRANCHISING One for All and All for One

18 FREEMIUM Free Basic and Paid Premium Versions

19 FROM PUSH-TO-PULL Customers Create a Maelstrom to Attract Value

20 GUARANTEED AVAILABILITY Product Access is a Certainty

21 HIDDEN REVENUE Separating Revenues from Customers

22 INGREDIENT BRANDING Brand-in-Brand

23 INTEGRATOR Value Added Through Integration

24 LAYER PLAYER Layer Specialist

25 LEVERAGE CUSTOMER DATA Varied Use of Customer Data

26 LICENSE Commercializing Intellectual Property

27 LOCK-IN High Switching Costs Force Loyalty

28 LONG TAIL Little and Often Fills the Purse

29 MAKE MORE OF IT Multiply Competencies outside Your Core Business

30 MASS CUSTOMIZATION Off the Rack Individualism

31 NO FRILLS Everything, Except Expensive

32 OPEN BUSINESS MODEL Leverage Collaborative Value Creation

33 OPEN SOURCE Creating a Free Solution Together

34 ORCHESTRATOR Direct the Value Chain

35 PAY PER USE Consumption-Based Fees

36 PAY WHAT YOU WANT What is its Worth to You?

37 PEER-TO-PEER From Person to Person

38 PERFORMANCE-BASED CONTRACTING Results-Based Fees

39 RAZOR AND BLADE Bait and Hook

40 RENT INSTEAD OF B...