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Establishing a continuing business model innovation process

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).)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 June 2004



This paper describes how to establish a management process for continuing business model innovation, a potent way to enhance overall competitive performance. The findings are based on research about the current best practices among companies that have gained large competitive advantages in revenue and profit margin growth through continually improving and replacing their business models. Such a process requires articulating and communicating the best practices of the current business model, establishing an appropriate vision for serving stakeholders better in gaining competitive advantage through business model improvements and replacements, stimulating many relevant experiments and tests for potential business model improvements and replacements, and becoming effective in implementing the surviving new business models. Our primary research method is through statistical analysis of the most common elements of business model innovation processes used by the most effective business model innovators.



Mitchell, D.W. and Bruckner Coles, C. (2004), "Establishing a continuing business model innovation process", Journal of Business Strategy, Vol. 25 No. 3, pp. 39-49.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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