Business model innovation breakthrough moves

Donald W. Mitchell (Donald W. Mitchell is chairman and chief executive officer of Mitchell and Company, a management consulting firm in Wellesley, Massachusetts.)
Carol Bruckner Coles (Carol Bruckner Coles is president and chief operating officer of Mitchell and Company. The two are coauthors of The Ultimate Competitive Advantage: Secrets of Continually Developing a More Profitable Business Model (Berrett‐Koehler, 2003), The Irresistible Growth Enterprise (Stylus, 2000) and The 2,000 Percent Solution (AMACOM, 1999) (the last with Robert Metz). The company’s Web site is

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 1 February 2004


While there are multiple breakthrough moves a company can adapt for business model innovation, leaders need to focus more on improving their skills in this area, for example by paying more attention to innovations in other industries. The potential to add business model innovation breakthroughs in a particular company is often largely untapped, but companies that make this activity a priority will gain large, sustained advantages over competitors.



Mitchell, D.W. and Bruckner Coles, C. (2004), "Business model innovation breakthrough moves", Journal of Business Strategy, Vol. 25 No. 1, pp. 16-26.

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