the ceo magazine, business model,
Carsten Linz, Günter Müller-Stewens & Alexander Zimmermann

1. Leading Radical Shifts with Transformational Mindset

Today’s exponential change, fueled by the two mega trends – digitization and service orientation (‘servitization’) – makes business model transformation a key strategic priority for many leaders. Companies, which are still relying on outdated business models, face the risk of becoming irrelevant. In contrast to start-ups that can drive business model innovation from the green field without any legacy, established companies or business units already act in a given business model with their existing customer base, proven assets and processes and thus have to find the right transformation path into the future despite structural inertia and market barriers.

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