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The purpose of this project is to support the development
of sustainable competitive advantage for the sponsoring
companies by enabling their executives to understand the
principles, systems, and methods by which existing companies
create new business breakthroughs.
The output of the project will be a simulation /
edutainment software tool that enables managers to model the
development of breakthrough businesses in their own companies.
A "Business Model" is a description of the business game
and a firm's relationship to it. The process of business
modeling is the process of understanding how existing market
structures, technologies, and business processes define the
game as it is played in a particular industry or market, how
these elements are changing, and what new possibilities are
emerging. The project therefore examines the complex linkages
between the evolution of the market, new technologies, the
development of organizational strategy, the design of
operations, the management of engineering, R&D and
innovation, and the roles they play in the creation of new
breakthrough businesses.
The project team is developing the thesis through a series
of workshops that are held inside the sponsoring companies.
During the first year of the project, the team will refine and
test the thesis and articulate it as a coherent system of
thinking and practical methods that can be applied
consistently across different industries and geographies.
Development of the software tool will take place in years 2
and 3.
The project builds on work already published by the project
leader, Langdon Morris, in his book "Fourth Generation
R&D: Managing Knowledge, Technology, and Innovation (John
Wiley & Sons, 1999, co-authored with William L. Miller).
Business Model Warfare (pdf file), a white paper by Langdon Morris.
A full project description is available in printer friendly
.pdf
format, and in French.
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