Innovation is becoming an increasingly open process thanks to a growing division of labor. One company develops a novel idea but does not bring it to market. Instead, the company decides to partner with or sell the idea to another party, which then commercializes it. To get the most out of this new system of innovation, companies must open their business models by actively searching for and exploiting outside ideas and by allowing unused internal technologies to flow to the outside, where other firms can unlock their latent economic potential. Let’s be clear about what is meant by the term business model. In essence, a business model performs two important functions: It creates value, and it captures a portion of that value. The first function requires the defining of a series of activities (from raw materials through to the final customer) that will yield a new product or service, with value being added throughout the various activities. The second function requires the establishing of a unique resource, asset or position within that series of activities in which the firm enjoys a competitive advantage.

Open business models enable an organization to be more effective in creating as well as capturing value. They help create value by leveraging many more ideas because of their inclusion of a variety of external concepts. They also allow greater value capture by utilizing a firm’s key asset, resource or position not only in that organization’s own operations but also in oth]


商業(yè)模式的定義
每個公司都有其商業(yè)模式，無論他們是否能清楚地表明。商業(yè)模式有兩個核心功能：價值創(chuàng)造和價值獲取。首先，它界定了一系列諸如從原材料采購到滿足終端顧客等關(guān)鍵環(huán)節(jié)。這些關(guān)鍵環(huán)節(jié)使得產(chǎn)品或服務(wù)產(chǎn)生同時包含著凈值。這至關(guān)重要，因為如果沒有價值凈創(chuàng)造，其他相關(guān)公司是不會參與的。其次，公司開發(fā)并運營商業(yè)模式，而商業(yè)模式則保證其從關(guān)鍵環(huán)節(jié)中獲取部分價值。這也同樣重要，無法從價值創(chuàng)造的關(guān)鍵環(huán)節(jié)獲取利潤的公司是不會持久的。
商業(yè)模式在價值創(chuàng)造和價值獲取兩方面可能是相互制約的。例如，如果替代品價值較低，高價值附加的技術(shù)能使公司輕易獲得利潤。但是很多情況下顧客并不愿意購買（鑒于價格、可獲性以及運送和服務(wù)問題）。于是，推廣技術(shù)，以使其更具吸引力，卻使價值獲取反而更困難。所以，這對矛盾因素間需要平衡。
如何界定商業(yè)模式？“商業(yè)模式”一詞已司空見慣，卻很少有明確的定義。哈佛大學(xué)名譽教授理查德•S•羅森布魯姆（Richard S. Rosenbloom）和我做了一個明確有效的界定（見表1）。