• DOI:10.1016/J.LRP.2009.07.005
Corpus ID: 12813093

Business Models: A Discovery Driven Approach

@article{McGrath2010BusinessMA,
  title={Business Models: A Discovery Driven Approach},
  author={Rita Gunther McGrath},
  journal={Long Range Planning},
  year={2010},
  volume={43},
  pages={247-261}
}

• Rita Gunther McGrath
• Published 2010
• Economics
• Long Range Planning

The business model concept offers strategists a fresh way to consider their options in uncertain, fast-moving and unpredictable environments. In contrast to conventional assumptions, recognizing that more new business models are both feasible and actionable than ever before is creating unprecedented opportunities for today's organizations. However, unlike conventional strategies that emphasize analysis, strategies that aim to discover and exploit new models must engage in significant… Expand

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