The authors of the Transformative Business Model (Kavadias et al., 2016: Uploaded to the BlackBoard LMS) discuss 40 well-known organizations and how their innovative business models might be successful in transforming their incumbent industry. The authors’ underlying argument is that innovative business models transform (or disrupt) industries by linking a new or emerging technical capability with market demand. They identify six diverse innovation components or characteristics which can achieve this and suggest that the success of a new business model depends on the number of these components or characteristics incorporated. While we might debate the usefulness of this model, it does provide a starting point to explore business models and business model innovation in depth. Your task is to: 1- Briefly explain business model innovation and its significance. 2- Select one organization from the 40 listed with the exception of Airbnb and Uber. Describe the relevant industry’s traditional business model and means of creating and capturing value. Include an analysis of the trajectory of innovations and their significance in this industry over time. 3- The assignments should be prepared according to the thesis & project guidelines.
