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1、FromStrategytoBusinessModelsandtoTacticsRamonCasadesus-MasanellJoanEnricRicartWorkingPaper10-036Copyright?2009byRamonCasadesus-MasanellandJoanEnricRicartWorkingpapersareindraftform.Thisworkingpaperisdistributedforpurposesofcommentanddiscussiononly.Itmaynotbereprod
2、ucedwithoutpermissionofthecopyrightholder.Copiesofworkingpapersareavailablefromtheauthor.*FromStrategytoBusinessModelsandtoTactics??RamonCasadesus-MasanellJoanEnricRicartNovember2009AbstractThenotionofbusinessmodelhasbeenusedbystrategyscholarstoreferto“thelogicoft
3、hefirm,thewayitoperatesandhowitcreatesvalueforitsstakeholders.”O(jiān)nthesurface,thisnotionappearstobesimilartothatofstrategy.Wepresentaconceptualframeworktoseparateandrelatebusinessmodelandstrategy.Businessmodel,weargue,isareflectionofthefirm’srealizedstrategy.Wefindt
4、hatinsimplecompetitivesituationsthereisaone-to-onemappingbetweenstrategyandbusinessmodel,whichmakesitdifficulttoseparatethetwonotions.Weshowthattheconceptsofstrategyandbusinessmodeldifferwhenthereareimportantcontingenciesuponwhichawell-designedstrategymustbebased.
5、Ourframeworkalsodeliversaclearseparationbetweentacticsandstrategy.Thisdistinctionispossiblebecausestrategyandbusinessmodelaredifferentconstructs.*WethanktheEditorsandtwoanonymousReviewersaswellasparticipantsintheLongRangePlanningconferenceonbusinessmodelsheldatthe
6、CassBusinessSchoolinDecember2008.WehavebenefitedfromdiscussionswithMBAstudentsandexecutiveeducationprogramparticipantsatHBSandIESEwhereweteachasecond-year,case-basedelectivetitled“CompetingthroughBusinessModels.”Casadesus-MasanellisgratefultotheHBSDivisionofResear
7、chandIESEBusinessSchool’sPublic-PrivateSectorResearchCenter.RicartisgratefultotheCarlSchr?ederChairatIESE.Allerrorsareonlyours.?AssociateProfessor,HarvardBusinessSchool.MorganHall233.Boston,MA02163,USA.Email:casadesus@gmail.com?CarlSchr?ederProfessorofStrategicMan
8、agement,IESEBusinessSchool.AvenidaPearson,21.08034Barcelona,Spain.Email:ricart@iese.eduI.IntroductionThefieldofStrategyhasevolvedsubstantiallyinthepastt
