CAS-HSG - CERTIFICATE OF ADVANCED STUDIES

BUSINESS MODEL INNOVATION

The leading program for the design of innovative business models

WELCOME

There are many companies with excellent technological

products. In particular Europe is characterized by
companies with sophisticated product innovation and
process innovation ability. Why did many of these firms
that had been well known for their products for many
years suddenly lose their competitive edge? Within a
short period of time strong companies such as AEG,
Grundig, Nixdorf Computers, Triumph, Brockhaus,
Agfa, Kodak, Quelle and Schlecker disappeared. What
did they do wrong? The answer although painful, is
simple. These firms failed to adjust their business model
to a changing external environment.

In this Business Model Innovation Certificate

Program (BMI-CAS) leading experts from
University of St. Gallen, Stanford University and
accomplished practitioners teach you the necessary
knowledge and tools to systematically innovate
your business model. In four different modules that
take place here on the executive campus of St. Gallen
University as well as in the Silicon Valley and on site in
your company you learn how to break through the
dominant industry logic and how to rapidly design
innovative business model prototypes.
Two well established methodologies represent a key
role in doing so: The Business Model Navigator
and Design Thinking. The Business Model Navigator,
a concept developed in St. Gallen at the Institute of
Technology Management, has successfully been applied
for the creation of new business models at companies
like Bosch, Hilti, SAP, ABB, Sennheiser and PWC, but
also in several European startups. The concept of
Design Thinking, a human-centered approach targeting
the rapid design and testing of innovation prototypes
will be taught by one of its pioneers, Prof. Dr. Larry
Leifer from Stanford University.

In todays business the ability to develop innovative

business models is an essential condition to maintain
long-term competiveness. In a more and more dynamic
and complex market environment it is not sufficient
anymore to build on innovation mechanisms that are
limited to products and processes. The innovation of
business models is the key element to transform
innovative products into unique customer value.
However, in Europe there are still only a few companies
such as Hilti, Holcim or Nestl that addressed this
perspective and successfully innovated their business
model. Most inspiring examples are still located in the
US, in the Silicon Valley. Amazon, Google, Apple, all of
them continuously overcome established industry
borders applying new business models.

Additionally gained first-hand insights on innovation by

Google, Apple and Tesla during excursions in Silicon
Valley and a Design Thinking & Leadership workshop
contribute to a learning experience that is unique in
executive education.

Prof. Dr. Oliver Gassmann

Dr. Amir Bonakdar

Prof. Dr. Larry Leifer

University of St. Gallen

Stanford University

Stanford University

The Institute of Technology Management was founded in 1989 as one

of the first institutes in Europe. It operates a research program, focusing
predominantly on the development of real life problems in close interaction
with leading international companies. Its director, Prof. Dr. Gassmann is one
of the most cited innovation scholars worldwide.

The

Business

Model

For more than 100 years the University of St. Gallen has established

Navigator published by Hanser

the international reputation of the city as a center of knowledge and

and Financial Times Publishing

education.

has been cited as a sensation by

the leading German newspaper
F.A.Z. and rapidly became a
bestseller.
Handelsblatt Ranking:
No.1

among

German

speaking

Business Schools

Financial Times Rankings:

No.1 among Business Schools worldwide with its Master in Strategy and
International Management

OVERVIEW

Leading experts from academia and industry, great networking opportunities, dynamic hands-on sessions and
real world implementation, tailored to your individual needs.
This is the broad outline of a systematic program that consists of four modules spread over a period of five intense
months. On the following pages you will find more information about each module.

MODULE I:

THE BUSINESS MODEL NAVIGATOR

MODULE II:

DESIGNING BUSINESS MODELS

MODULE III:

IMPACT & IMPLEMENTATION

MODULE IV:

LEADING CHANGE

For managers the most scarce ressource is time. Thus, we developed this program to teach you the theoretical basis
and methodical tools you need for Business Model Innovation as one aspect. But the most important goal is to assist
you developing an innovative business model prototype for your organization and implement it during this course.
This opens the chance to significantly drive business performance in your company.

REFERENCES

"Working with the Business Model Navigator helped us not only to structure our
internal approaches better, but drove us also to analyse and understand our
competitors business models and therefore their and our position in the market space"
Dr. Reiner Fageth,
Management Board

A DIVERSE GROUP OF INSPIRING PEERS

The

program

is

designed

for

senior

executives and entrepreneurs that have

the experience and capability to drive business
model innovation in their team, in their
project, for their business unit or company.

Legal
Finance/ Accounting
Sales/ Marketing

General
Management

Operations
Consultant
R&D

We are looking for participants who are

responsible for

IT

MANAGEMENT
FUNCTION
Corporate
Development

Project Manager

business development

R&D (product & technology development)

innovation management

Architecture
Manufacturing

Our

experience

in

existing

executive

programs has shown a great diversity of

functions

and

sectors

among

course

participants, a unique chance for exchange of

business experience and perspectives that
facilitates to overcome blind spots of an
industry.

Software

Logistics
Marketing
Services
Retail

Insurance
Banking
INDUSTRY

Transportation
Energy/
Infrastructure
Consulting

Asset Management
Pharmaceuticals
Telecommunication

"We applied the Business Model Navigator in a 3-day workshop format with a key
customer. Apart from jointly developing a promising business model option, the
common experience has also strengthened our bonds for future intensive co-operation"

Dr. Susanne Schrder

Innovation Manager

Module I

The Business Model Navigator

Dates: November 16-20, 2015
Location: University of St. Gallen, Switzerland

OVERVIEW

A dynamic start to the fundamentals of Business Model Innovation. From

the very beginning on we encourage you to think critically and to
challenge your own established assumptions, a key element of Business
Model Innovation.
Case studies and group workshops supplement the Business Model
Navigator that serves as the theoretical basis to understand business
models, their interplay and innovation. A closer look is taken on
digital transformation and the potential of IoT and Industry 4.0 for
Business Model Innovation.

KEY BENEFITS

Systematically understand business models and their interrelations

inside from theory as well as real world examples

Gain sensitivity for the business model of your organization and its
weaknesses

Become aware of blind spots that origin from your industry

perspective

Learn to use the tools of the Business Model Navigator to

systematically identify potential new business models

HIGHLIGHTS

Away from daily business the executive campus of the University of St.
Gallen opens the chance for new strategic insights on the different aspects
of your current business model. Get to know the other participants, a
group of inspiring personalities and exchange your experience.

Business Model Innovation

CAS-HSG - CERTIFICATE OF
ADVANCED STUDIES

SAMPLE SCHEDULE - DAY 1

AM

Welcome and Introduction

Meet the Business Model Navigator

What is a business model?

Why do successful companies lose the race?

How to break a dominant industry logic?

Approaches to Business Model Innovation

Strategies for Business Model Innovation

Case Study

Networking lunch

PM

Interactive workshop: The BMI triangle

Discuss the four perspectives of your current business model

Analyze the change drivers of your industry

Prepare the funeral speech for your company

Summary of the day & Evening Work

Close
Networking Opportunity

Module II

Designing Business Models

Dates: January 11-15, 2016
Location: Silicon Valley, USA

OVERVIEW

Hands-on design thinking sessions with one of its most accomplished

pioneers Professor Dr. Larry Leifer from Stanford University. Design
Thinking is a human-centered approach that integrates expertise from
design, social sciences, business and engineering. It is widely used in the
rapid design of prototypes and the development of business model
innovations.
The module is being divided into seminars in which the methodological
knowledge is imparted and excursions to some of the worlds most
innovative firms companies such as Apple, Google and Tesla acts as a
transition phase from theoretical knowledge to real world application. By
the end of the module workshops play a key role for the development
of a business model prototype that you continue to drive towards
implementation in the subsequent Impact & Implementation Session.

KEY BENEFITS

Experience the university culture and grasp the entrepreneurial spirit

interacting with students and faculty members

Learn to leverage principles of business model design for your own

innovative ideas and get support from sophisticated experts building a
business model prototype for your organization

Understand and learn how to speed up the verification phase in

business model projects

Business Model Innovation

CAS-HSG - CERTIFICATE OF
ADVANCED STUDIES

HIGHLIGHTS

Have a workshop session mutually build on

the business model prototype that you are
going steer towards implementation in
your company

First hand insights by innovation leaders

from Silicon Valley

"The International CES is clearly the most relevant

innovation and technology show in the world.
Eric Fitzgerald Reed,
vice president, entertainment and policy, Verizon Communications

On the edge of this module you have the

chance to explore the International CES
(Consumer Electronics Show) in Las
Vegas, the worlds most relevant trade fair
for innovation in consumer electronics

Module III

Impact & Implementation

Dates: January 18 April 1, 2016
Location: Remote at your company

OVERVIEW

An intense time of adaption & implementation. Applying the

knowledge and methods learned in the previous modules this phase is the
most intensive but also a very valuable part of the program: You develop
a detailed concept of your most promising business model, test
the

most

critical

assumptions

and

drive

towards

the

implementation in your company. For this we support you with

advice on how to address the most critical challenges occurring during the
project via a virtual expert sessions.

KEY BENEFITS

Transfer and apply the learnings to your company and industry context

Rapidly develop a business model prototype within your company and

collect regular feedback.

Build hypotheses and check your assumptions with your peers and
colleagues in your company as well as the external environment

Learn managing and leading your team through your innovation

challenge.

Identify and learn how to overcome barriers to strategic change

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Business Model Innovation

CAS-HSG - CERTIFICATE OF
ADVANCED STUDIES

Module IV

Leading Change
Dates: April 4-8, 2016
Location: University of St. Gallen, Switzerland

After the implementation phase in your organization it is time for

OVERVIEW

reflection and addressing the human side of change. A key element of

this module is the presentation your innovation project in front of the
course.

Receiving

feedback

from

our

experts

and

other

participants with diverse industry backgrounds represents an essential

source for insights about further optimization of your business
model.
The seminar sessions of this module deal with

Leading change for business innovation projects

The definition of meaningful KPIs for business model innovations

IP Management: How to effectively leverage and protect innovation?

Understand the drivers of change and apply leaders

Receive useful opinions from peers and scholars about your project

KEY BENEFITS

progression

Learn how to apply the new gained knowledge and methods to

continue with the implementation of your innovation project

"BASF has been working for more than five years with the Business Model Navigator.
It has led to concrete business concepts and also created a more open mindset.
We applied the methodology [] in various environments and industries and it
worked fantastically!"

Dr. Petra Bachem

VP Marketing & Sales

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COURSE LEADERS

Prof. Dr. Oliver Gassmann is Professor of Technology and Innovation

Management at the University of St. Gallen, one of Europes leading
business schools. He is also Managing Director of the Institute of
Technology Management. Until 2002 he worked for Schindler and led its
Corporate Research department as VP of Technology Management. He is
co-founder of the BMI-Lab which focuses on Business Model Innovation.
Over a course of five years at the University of St. Gallen, Oliver and his
team studied over 350 business model innovations which led to a
revolutionary and practical framework of how to design new business
models: The Business Model Navigator. He also co-founded the advisory
group BGW and the think tank GLORAD Shanghai-St. Gallen on global
innovation as well as the Entrepreneurial BMI Clinic in Berlin which
incubates start-up companies in Europes hottest start-up scene. In 2014
he was awarded Leading Researcher by IAMOT in Washington and
nominated for the Scholarly Impact Award by the prestigious Journal of
Management. Today he serves as a member in several academic, economic
and political boards, such as a member of the International Advisory Board
of the Google Research Institute for Internet & Society.
Dr. Amir Bonakdar is Postdoctoral Scholar at Stanford University's
Center for Design Research and heads the Business Design Research group
with co-locations at Stanford and St. Gallen. He teaches in various
executive MBA programs specializing in business model innovation. Dr.
Bonakdar worked in various research projects with renowned clients listed
in the DAX and SMI indices. He worked for 5.5 years as a consultant and
researcher for SAP in the German headquarters in Walldorf and the
research center in St. Gallen, Switzerland. His research interests include
business model innovation as well as strategic innovation and networks. His
work has been published in leading scientific conferences such as the
Annual Meeting of the Academy of Management.
Prof. Dr. Larry Leifer is a Professor of Mechanical Engineering in the
School of Engineering at Stanford University. He joined the faculty in 1976
after serving as an assistant professor at the Swiss Federal Institute of
Technology, Zurich, and 4 years at the NASA Ames Research Centers
Human Information Processing laboratory. He has served as founding
director of the Stanford Veterans Administration Rehabilitation Engineering
R&D Center; Smart Product Design Lab; Center for Design Research
(CDR); Stanford Learning Lab; and Hasso Plattner Design Thinking
Research Program at Stanford. Research themes include: 1) creating
collaborative engineering design environments for distributed new product
innovation teams; 2) instrumenting that environment for design knowledge
capture, indexing, reuse, and performance assessment; and 3) design-forsustainable-wellbeing. His top R&D priorities include, d.swiss, human-robot
teamwork experience design, and the notion of a pan-disciplinary PhD
program in Design. He has been granted an honorary doctorate by the
Royal Institute of Technology, Stockholm; and is an honorary fellow of the
Design Society.

12

Thomas Moriarty
Managing Director & Co-Founder

Business Model Innovation

CAS-HSG - CERTIFICATE OF
ADVANCED STUDIES

PRELIMINARY SPEAKERS OF THE PROGRAM

Prof. Dr. Karolin Frankenberger is an Assistant Professor at the Institute of

Technology Management of University of St. Gallen and head of the
competence center Business Model Innovation. Before rejoining the academia
Prof. Dr. Frankenberger worked as a consultant for 6.5 years for McKinsey &
Company in the Munich and Zurich office. Her present research interests are in
the area of business models, business model innovation, network strategy and
strategic initiatives. Her research has been published in top-ranked academic
and managerial journals such as Academy of Management Journal. She received
several academic awards including the "Sumantra Ghoshal Research and
Practice Award 2006" of the Academy of Management

Dr. Reiner Fageth serves as CTO of CeWe Color, overseeing the company's
daily operations of the technical, research and development divisions. He has
been on the Board of Management for CeWe Color Holding AG since January
of 2007 and has served as the managing director of Neumller CeWe Color
Stiftung for five years. Prior to CeWe, Dr. Fageth was head of hardware and
software development at Metec GmbH. Dr. Fageth has spoken at several
industry events including PMA, DIMA, Infotrends, Electronic Imaging and the
International Conference on Multimedia. Dr. Fageth earned his Doctorate
degree at the University of Northumbria in Newcastle, UK.

Dr. Tamara Carleton, Ph.D., is chief executive and founder of Innovation

Leadership Board LLC, a global leader in the design of tools and processes that
enable radical innovation. Dr. Carleton has served as an Innovation Fellow at
the U.S. Chamber of Commerce Foundation, a Fellow with the Foundation for
Enterprise Development, and a Fellow for the Bay Area Science and Innovation
Consortium. A former management consultant at Deloitte Consulting LLP, Dr.
Carleton specialized in emerging solutions in enterprise applications, customer
experience, and marketing strategy. She has been published in a variety of
technical journals, as well as the general business press. Dr. Carleton is
frequently invited to discuss her work and research in the United States and
abroad.

Dr. Christoph H. Wecht, MBA, is a Managing Partner at BGW AG and also

heads the Competence Center for Open Innovation at the Institute of
Technology Management at the University of St. Gallen in Switzerland. He also
holds a lectureship in technology management and publishes both practiceoriented and scientific journal articles and books. He previously worked in the
automotive supply industry in Austria, Germany, and the United States. He has
also headed the Knowledge Management and Innovations Department at
Continental.

13

PRELIMINARY SPEAKERS OF THE PROGRAM

Dr. William Cockayne, Ph.D., is CEO and founder of Lead|X, the premier
microlearning, mobile platform for innovation leadership. A seasoned
technology executive and entrepreneur, Dr. Cockayne has led diverse teams in
advanced research, product development and manufacturing at SK Telecom
Americas, Eastman Kodak, DaimlerBenz, and Apple Computer. He has also led
the development of over 20 market-leading products, including the awardwinning Travel by Handstand app and modo, a consumer wireless device that
pioneered mobile advertising, social media, and barcodes on mobile displays.
Dr. Cockayne teaches foresight engineering and technology leadership at
Stanford University. He is a regular speaker and advisor on topics of industrial
research and development, disruptive innovation, and technology
entrepreneurship. He holds multiple patents and has authored numerous
publications, including the books Mobile Agents and the Playbook for Strategic
Foresight and Innovation .

Dr. Martin A. Bader is a European and Swiss Patent Attorney and Managing
Partner at BGW AG. He also heads the Competence Centre for Intellectual Property
Management at the Institute of Technology Management at the University of St.
Gallen, Switzerland. He is also a member of both the Association of Independent
European and Swiss Patent Attorneys and the Licensing Executives Society. Since
2014, he is a mediator for the WIPO Arbitration and Mediation Center. In 2013, he
was selected as one of the worlds leading IP strategists by IAM Strategy 300. He
previously worked as Vice President and Chief Intellectual Property Counsel at
Infineon Technologies in Munich, Germany.

Prof. Dr. Alexander Ilic is an Assistant Professor at the Institute of

Technology Management of University of St. Gallen and the Director of the
Auto-ID Labs ETH Zrich/University of St. Gallen. His research is focused on
IT-enabled innovation in the field of mobile technology, consumer behavior,
and retailing. Dr. Ilic is active on promoting the synergies between academia
and start-ups to encourage entrepreneurship and make impact. For his
entrepreneurial activities, he won several prizes including Entrepreneur of the
Year by E&Y (2012), Swiss Economic Award (2011), HSG Entrepreneur of the
Year (2011), and Swiss Innovation Prize (2010). He is currently involved in the
start-up Dacuda AG (disruptive, real-time scanning technology) as founder,
CTO, and Chairman. He serves on the boards of Swiss Start-up Monitor and
ETH Entrepreneur Club.

14

Business Model Innovation

CAS-HSG - CERTIFICATE OF
ADVANCED STUDIES

GENERAL INFORMATION & CONTACT

COURSE DURATION

The course starts with the beginning of Module I on November 16, 2015
and ends completing Module IV on April 8, 2016
15 days of attendance divided into three modules plus the opportunity for
the adaption of learnings in your own business during the Impact &
Implementation session .

WORKSHOP LOCATIONS
PROGRAM LANGUAGE

PROGRAM FEES

Executive Campus, University of St. Gallen

Silicon Valley
St. Gallen: German or English
Silicon Valley: English

19500 CHF
including lunch, tuition fees, snacks and course material,
not included travel expenses and costs for overnight stays

ECTS CREDITS
INTEGRABILITY

15
The Certificate Business Model Innovation can be integrated into the
Executive MBA of the University of St. Gallen

THOMAS MLLERS
Program Manager
Phone: +41 71 224 7227
Mail: thomas.moellers@unisg.ch
For help and information related to this program, please do not hesitate
to contact me. I am welcome to provide assistance for your individual
planning.

15

INSTITUTE OF TECHNOLOGY MANAGEMENT UNIVERSITY OF ST. GALLEN

www.item-executives.com