Overview

It is argued in most academic literature that Business Model (BM) is a general model for how any business runs or should be run, it is the ""blueprint of the business"". Conversely we argue that no business has just one BM, one model on which it runs all its business or intends to run its business. In other words the BM can be used for ""as-is"" and the ""to-be"" businesses. However our research, in contrast to the other BM frameworks, indicates that businesses have more BMs - both ""as-is"" and ""to-be"" BMs - the multi business model approach. This was already theoretically indicated by Markides and Charitou in 2004, and again in the Casadesus-Masanell and Ricart model of 2010, but sadly no one in the BM community has followed up on this since then. It could have made a breakthrough in our understanding of BMs, Business Model Innovation (BMI) and Strategic BMI. The Multi Business Model Innovation Approach addresses the concerns in the BM community and in BMI practice to just focus on the ideation and conceptualization of BMs. ""BM canvassing"", innovating BM building blocks or BM dimensions when carrying out BMI, so-called ""blind business model innovation"", is not sufficient to run and understand a business today. BMs and BMI must address all the different levels in a business. All BMs are objects to BMI and should be used to maximize the performance and sustainability of the business. The core business and all levels BMs, such as BM dimension components, BM dimensions, BM portfolio, and Business Model Ecosystem (BMES), should all be considered for BMI. The book addresses and documents a gap in BM research and the BM community - but also proposes a generic definition and language of a BM and BMI layers. The significance and importance of this work is related to significant and unexplored possibilities that BMI offers today, and can offer tomorrow. When we thoroughly understand all levels, dimensions and components of the business and its business models, and we are able to communicate, work and innovate with business models at all levels together, then a next step in BM and BMI research and practice can be taken. It is proposed that any BMs are related to seven dimensions- value proposition, user and/or customer, value chain functions (internal), competence, network, relations and value formulae. It is further proposed that seven different levels of a BMI from the most detailed level - the BM dimension component - to the BM dimension, BM, BM portfolio, business, and the vertical and horizontal business model ecosystem layer - and these can be objects to BMI. Conceptually, the Business Model Cube was formed using the seven dimensions which could be used both in a 2D and a 3D version.

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Peter Lindgren PhD holds a full Professorship in Multi Business Model and Technology Innovation at Aarhus University and has researched and worked with network-based high speed innovation since 2000. He was Head of Stud- ies for the Master's Degree in Engineering - Business Development and Tech- nology - at Aarhus University from 2014 to 2016. He is the author of several articles and books about business model innovation in networks and emerging business models. Peter has been a researcher at Politechnico di Milano in Italy (2002-2003), Stanford University, USA (2010-2011), University Tor Vergata, Italy and during 2007-2010 was the founder and Centre Manager of the International Center for Innovation (www.ici.aau.dk) at Aalborg University. He works today as a researcher in many different multi business model and technology innovation projects and knowledge networks, amongst others E100 (www.entovation.com/kleadmap), the Stanford University project Peace Innovation Lab (http: //captology.stanford.edu/projects/peace- innovation.html), The Nordic Women in Business project (www.womenin business.dk), the Center for TeleInFrastruktur (CTIF) at Aalborg University (www.ctif.aau.dk), and the EU FP7 project about ""multi business model innovation in the clouds"" (www.Neffics.eu). He is co-author of several books. He has an entrepreneurial and interdisciplinary approach to research and has initiated several Danish and international research programmes. He is founder of the MBIT Lab and research group and is co-founder of CTIF Global Capsule (www.ctifglobalcapsule.com). Peter's research interests are multi business model and technology inno- vation in interdisciplinary networks, multi business model typologies, sensing and persuasive business models.

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