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Business Model Innovation Challenges

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This group is in the data gathering & analyzing phase, seeking company perspectives, experiences and challenges on business model innovation.

Business Model Innovation Challenges

Launch Date: 2008

Expected Wrap-up Date: Spring 2014      

Innovation outside of the core provides an opportunity for growth, however, it generally requires a different business model.  This ROR identifies the challenges associated with business model innovation and provides tools or approaches that induce success in innovation outside of the core.  Participants should bring their perspectives on business model innovation within your company, identifying challenges you experience and potential cases for further analysis.  Members can expect to gain an understanding of the challenges associated with business model innovation, insights from case studies and a perspective from other companies on their approach to business model innovation. 

Through its work, the Team has identified that major business failures are proportional to hidden assumptions in planning, as opposed to major changes on the product offering. 

Proposed project deliverables include:

  • Process for determining how far a new business model is from your core
  • Method for surfacing and testing both tacit and explicit business model assumptions
  • Method for identifying the need for a new business model
  • Improved Business Model Canvas (based on Osterwalder) and rationale
  • Tools/methodology for populating the Business Model Canvas
  • Techniques for selling a new business model to your team

The group is studying and determining solutions to business model innovation challenges by doing paired case studies in (ideally) 10 IRI member companies. Seven case studies in three member organizations have been completed.  Members can help by sharing stories of companies initiating business model innovations that did and did not work.


Why Join Business Model Innovation Challenges?

Help us improve our understanding of the best practices associated with business model innovation. IRI members can support this ROR by piloting the team's revised Business Model Canvas in your business.  For more information, please email


Members may also participate in this project as a case study research site. The actual case study involves one-hour interviews, mostly in person, among 5-8 key informants (one hour for each informant). You’ll receive individual feedback from our team, plus a copy of the final research project. Confidentiality of the organization and project will be scrupulously maintained.

Participants in Business Model Innovation Challenges

Charles Johnson-Bey, Lockheed Martin Corporation
Norman Golm, Regal Beloit Corporation

Subject Matter Experts:
Peter Koen, Stevens Institute
Larry Schmitt, The Inovo Group

Member Roster (log-on required)

Member Companies represented:
Air Force Research Laboratory
American Science & Engineering, Inc.
Arkema Armstrong World Industries
Arthur D. Little Inc
Ashland, Inc.
Ball Aerospace
BASF Plant Sciences
Bayer MaterialScience LLC
Birds Eye Foods
Carpenter Technology
Champion Technologies Inc.
Chevron Phillips Chemical Company
Colgate-Palmolive Co
ConocoPhillips Company
Cytec Industries
D. Swarovski & Company
Digital River
Dynetics, Inc.
E. I. Du Pont De Nemours Company
Eastman Chemical Company
Elsevier Engineering & Technology
FM Global Technologies
Frito Lay
Fusfeld Group
Georgia-Pacific Chemicals, LLC
Goodyear Tire & Rubber Company
H.B. Fuller
Honda R&D Americas
Honeywell International, Inc.
Idaho National Lab
Innovative Patent Solutions
Intel Corporation
Intellectual Assets, Inc.
John Deere and Co.
John Zink Co., Inc.
Johns Manville
Kellogg Company
Kraft Foods
Kraton Polymers
Lawrence Livermore National Lab
Lorillard Tobacco Company
Los Alamos National Lab
Milliken Research Corporation
Missouri University of Science & Tech
MKS Instruments
Molson Coors
Momentive Performance Materials, Inc.
Motorola, Inc.
NASA /Johnson Space Center
NCH Corporation
Nestle Purina
New Edge + The Brewery
Newell Rubbermaid
Northrop Grumman Aerospace Systems
Nypro Hong Kong
Oak Ridge National Lab
Pfizer, Inc.
PolyOne Corporation
Portec Rail Group
PPG Industries, Inc.
Procter & Gamble ITC
Roche Diagnostics
Rubbermaid Food & Home
Rutgers University
SABIC Innovative Plastics
Sasol North America Inc.
Sealed Air
Sherwin-Williams Company
SK Energy
Stevens Institute
Stevens Institute of Technology
Teknor Apex Company
Teledyne Isco
The Boeing Company
The Clorox Company
The MITRE Corporation
Timken Company
T-Mobile USA, Inc.
Touchstone Research Lab
UniServices Limited
US Dept of Transportation
W.R. Grace
Waters Corp