From Strategy to Business Models and to Tactics从战略到商业.pdfVIP

From Strategy to Business Models and to Tactics Ramon Casadesus-Masanell Joan Enric Ricart Working Paper 10-036 Copyright © 2009 by Ramon Casadesus-Masanell and Joan Enric Ricart Working papers are in draft form. This working paper is distributed for purposes of comment and discussion only. It may not be reproduced without permission of the copyright holder. Copies of working papers are available from the author. * From Strategy to Business Models and to Tactics Ramon Casadesus-Masanell† Joan Enric Ricart‡ November 2009 Abstract The notion of business model has been used by strategy scholars to refer to “the logic of the firm, the way it operates and how it creates value for its stakeholders.” On the surface, this notion appears to be similar to that of strategy. We present a conceptual framework to separate and relate business model and strategy . Business model, we argue, is a reflection of the firm’s realized strategy. We find that in simple competitive situations there is a one-to-one mapping between strategy and business model, which makes it difficult to separate the two notions. We show that the concepts of strategy and business model differ when there are important contingencies upon which a well-designed strategy mus