23/10/2017 The Business Model Database (tbmdb.

tabase (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

Ms Siguiente blog ivanbfuentes@gmail.com Escritorio Cerrar sesin

ANDERS SUNDELIN
S U N D AY, S E P T E M B E R 5 , 2 0 1 0

Read About me
The Evolution of the Business Model Concept
Follow on Twitter
Below is a second iteration representing the evolution of the business
Add on LinkedIn
model concept, including graphical representations, significant
publications and books on the subject. Thank you everyone for your
>>>>Table of Contents<<<<
input, comments and emails with additional models and publications.

>>About TBMDB
Which business model concepts are you still missing? Which
>>How to help this blog
significant publications? Comment below or send feedback to
>>Business Model Examples
anders@tbmdb.com
VIEW MY COMPLETE PROF ILE

Thanks,
Anders
INTERESTED IN BUSINESS MODELS?

Version 2: Subscribe via RSS...

...or via Email to stay updated:
Subscribe
...and please share with others:

5 BOOK REVIEWS/SUMMARIES

Business Model Generation

Getting to Plan B
Seizing the White Space
The Design of Business
The Profit Zone

SEARCH THIS BLOG

Search

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 1/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 2/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 3/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 4/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 5/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

SHARETHIS

12 COMMENTS:

Brian F. Kelcey September 5, 2010 at 9:32 PM

Fascinating, useful and extremely helpful for a related project
I'm working on.

So, here's a trick question: in the business model world, what's

the most popular model? What's the most accepted at this
point in history, the 'basic standard' which you'd be most likely
to see in a first-year management class somewhere?
Reply

Martn Alcal Rub September 5, 2010 at 9:54 PM

Great! congratulations. I'm using Osterwalder graphical
Business Model for my Elevator Pitch presentation right now. I
find it extremely useful to quickly depict the business strategy
behind a product when is time to pitch.
Reply

Anders Sundelin September 5, 2010 at 10:00 PM

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 6/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

Thanks,

Alex Osterwalder has done a great job in promoting his

business model canvas (three illustrations from 2009 above),
and I would argue that it is the most accepted model right now.
It is interesting to see in the illustration above how it has
evolved from earlier versions in 2002 and 2004.

However, it is important to remember that different models

have different pros and cons and serves different purposes. It
is for example difficult to illustrate complex value networks
with Alex's model.
Reply

Gert Steens September 5, 2010 at 11:33 PM

came across this biz model graphic in a presentation by Royal
ten Cate (www.tencate.com):
http://www.flickr.com/photos/grrrt/4961134681/

splits the value chain into market-product-process-technology

and the management of that chain into market mgt - portfolio
mgt - process mgt - business dev't

don't know where it came from

Reply

Anders Sundelin September 6, 2010 at 10:18 PM

Thank you for your input Gert! I will look into the model.
Reply

Mike Lachapelle October 28, 2010 at 7:59 PM

Hi Anders

I have just had the occasion to review the Value Shop and
Value Network models for my current project. I was surprised
to find the models were first described by Stabell and Fjeldsted
in 1998 in a paper titled "Configuring Value for Competitive
Advantage: On Chains, Shops and Networks" in the Strategic
Management Journal v19, 413-437.

Apparently they worked on the problem solving and platfrom

models immediately after Porter had described the product
model. The "Casting Off The Chains" article by Fjeldsted and
Andersen was a re-finement of the early document.
Reply

Anders Sundelin October 29, 2010 at 7:40 AM

Hi Mike,
Thank you for the comment! I will read and include the
original article in the next iteration.

Take care,
Anders
Reply
http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 7/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

Marcus December 1, 2010 at 5:14 PM

This is great. Thank you!
Reply

Andi Roberts February 6, 2011 at 4:29 PM

A great piece of work Anders,
It seems to me that business modelling has always been pretty
visual. This is something that has always escaped me!
Reply

Monil May 11, 2011 at 5:13 AM

Excellent timeline!! Could you just make it available as a pdf
download, each model on a single page.
Reply

Peter Smith February 29, 2012 at 1:29 AM

Just came across your diagram. Interesting, thanks.

Kaplan & Norton's "Strategy Maps" is another visual model.

(Harvard Business School Press, 2004.)
Reply

Pedro Vitoriano May 18, 2012 at 11:32 PM

Great piece of work indeed.
A PDF version would be really helpful.
Cheers
Reply

Enter your comment...

Comment as: Ivan Bautista F Sign out

Publish Preview Notify me

Newer Post Home Older Post

Subscribe to: Post Comments (Atom)

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 8/9
23/10/2017 The Business Model Database (tbmdb.com) - A blog about business models: The Evolution of the Business Model Concept

http://tbmdb.blogspot.pe/2010/09/evolution-of-business-model-concept.html 9/9