2. Business model innovation

2.1 Principles and positioning in relation to other approaches to innovation

In the context of innovation, there are two possible approaches to the business model.

The first approach considers the business model as a means of bringing an innovation to market. The aim is to define and characterize the various components of the business model in such a way as to enable a product or service innovation to achieve market success.

The second approach, which is the one presented in this article, looks at the business model as the very object of innovation. Just as you can innovate in terms of product/service or process, you can also innovate in terms of business model. In concrete terms, this means rethinking one or more components of the business...