The Business Model Navigator

Business Model Navigator

Business Model Navigator


Business Model Navigator is a book about innovation of business model. It is a piece of research work reviewing, learning, combining and applying business models from different industries.


The research is based at the University of St. Gallen Business School and the research team analysed the most revolutionary business model innovations over the past 50 years. They found that there are existing predictable and systematic patterns which are the cores of successful businesses. As a result, the book reports 55 different business models which are the keys to success.


The first half of the book lists out 55 different business models one by one. Each of them is followed by couple to few examples for each model. The second half of the book comes with suggestions on how to run workshops to apply the models to different business.


The book is classified as Business Strategy in my blog. The book is a little academic but not boring. Because it is not only throwing you with tonnes of theories but also having real examples and workshop guidelines.


Prof. Dr. Oliver Gassmann is professor of Technology Management at the University of St. Gallen, Switzerland, and Managing Director of the organisation. He is ranked one of the 5 top-most cited professors by the German Academic Association for Business Research and is one of the most influential economists in Germany, as well as one of IAMOT’s top 45 researchers worldwide.

Dr. Karolin Frankenberger is an assistant professor at the Institute of Technology Management, University of St.Gallen, Switzerland. Before joining the institute, she was a consultant at McKinsey & Company for several years, helping various clients in topics such as business model innovation and strategic change.

Michaela Csik works as an Innovation Manager at Hocim Technology Ltd, Switzerland. Previously, she was a Senior Consultant at the BMI-lab as well as a Research Associate at the Institute of Technology Management and at the Center for Design Research at Stanford University.


When I was in a business trip, I was in a ultra-boring flight waiting room. There was another 45 minutes for boarding, so, I walked around and found this book, The Business Model Navigator,  in an expensive airport “Tax Free” store. Actually, This book is a first milestone for me because after reading this book, my entrepreneur seed was planted and started reading books crazily.

The Business Model Navigator is an interesting book which talks about how to innovate business model by reviewing, learning and combining business models from other industries.

The book has listed out 55 business models based on their research. Coming with suggestions on how to facilitate workshops and meetings to brainstorm and play around your own business models.

When I was brainstorm business with my partners, we used it and found it quite fun. Have a look into this book and I hope that you can find something suitable for yours.

If you have any question, feel free to email me at I will try my best to answer your.

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