We have a long track record of initiating and conducting applied research on business issues of relevance to senior executives. The outcomes of our research nourish our conversations with executives and stimulate intelligent debate between executives.

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The term "new business model" has an enticing ring to it, as it refers to a new and supposedly better way of making money. Over-use by the popular press of highly admirable yet extraordinary examples such as Ryanair, IKEA and Amazon may lead many executives to discard the idea of a new business model as irrelevant to their daily job. This article explains how to go about new business model thinking in practice.

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