Business Model Innovation

在过去的 50 年中，商业模式的平均寿命从大约 15 年缩短至不到五年。因此，对于期冀实现突破性增长、振兴落后核心业务或抵御行业颠覆或衰落的组织而言，商业模式创新如今已成为一项基本能力。

什么是商业模式创新？

商业模式创新是通过变革来增强优势和价值创造的技巧，这些变革相辅相成，同时影响着组织对客户的价值主张及其基础运营模式。在价值主张层面，这些变革可以解决目标细分市场、产品或服务以及收入模式的选择问题。在运营模式层面，重点在于如何通过有关传达价值主张方式的决策来提高盈利能力、竞争优势和价值创造，这些决策包括：

• 在价值链的哪一部分发挥作用
• 需要哪种成本模式来确保可观的回报
• 哪些组织结构和能力是获得成功的关键

商业模式创新对于 业务转型也十分重要。许多组织都有相同的担忧：哪种类型的商业模式创新会帮助我们实现突破性绩效？我们如何避免损害核心业务？我们如何构建开发、快速测试及扩展新模式的能力？激发组织变革并非易事，但鉴于当前的战略环境，此举至关重要。

商业模式创新的四种方法

希望通过商业模式创新来推动增长的企业面临许多关键问题：创新的范围应该有多大？适当的风险等级是多少？创新只是一次性的试练，还是需要持续的能力？

要回答这些问题，重点是要意识到并非所有的商业模式创新都一样。了解商业模式创新的四种不同方法可以帮助高管在设计增长路径时做出有效选择：

Companies hoping to drive growth through business model innovation face a number of critical questions: How broad should the scope of the effort be? What’s the appropriate level of risk to take? Is it a onetime exercise, or does it call for an ongoing capability?

To answer those questions, it’s important to realize that not all business model innovation efforts are alike. Understanding the four distinct approaches to business model innovation can help executives make effective choices in designing the path to growth:

1. The reinventor approach is deployed in light of a fundamental industry challenge, such as commoditization or new regulation, in which a business model is deteriorating slowly and growth prospects are uncertain. In this situation, the company must reinvent its customer-value proposition and realign its operations to profitably deliver on the new superior offering. 

2. The adapter approach is used when the current core business, even if reinvented, is unlikely to combat fundamental disruption. Adapters explore adjacent businesses or markets, in some cases exiting their core business entirely. Adapters must build an innovation engine to persistently drive experimentation to find a successful “new core” space with the right business model. 

3. The maverick approach deploys business model innovation to scale up a potentially more successful core business. Mavericks—which can be either startups or insurgent established companies—employ their core advantage to revolutionize their industry and set new standards. This requires an ability to continually evolve the competitive edge or advantage of the business to drive growth. 

4. The adventurer approach aggressively expands the footprint of a business by exploring or venturing into new or adjacent territories. This approach requires an understanding of the company’s competitive advantage and placing careful bets on novel applications of that advantage in order to succeed in new markets.