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The challenges of Business Model Innovation

02 July 2018
ING, a Dutch bank, and Marlies Dekkers, a Dutch fashion house, launched business models that were new to their industries.

What do ING and Marlies Dekkers have in common? Not much, at first sight. After all, ING, a Dutch bank, and Marlies Dekkers, a Dutch fashion house, operate in very different industries and apply completely different strategies. Through the lens of business model innovation, however, these two firms may have more in common than initially expected. Both firms launched business models that were new to their industries, and both faced similar challenges to implement them.

Thijs Broekhuizen, Tom Bakker en Theo Postma analyzed the challenges that five business model innovators faced when implementing their new business models. They reveal four strategic trade-offs that business model innovators encounter, regarding organizational form, roadmapping, identity rebellion, and value proposition persistency.

Strategic trade-offs business model innovation
Strategic trade-offs business model innovation

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