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Do Business Models Matter?
Richard Lai, Peter Weill, and Thomas Malone April 26, 2006
Our definition of business model is a typological one.We describe this definition in the form of sixteen business models, such as Manufacturer and Wholesaler/Retailer. This typology is built upon the intellectual traditions associated with asset rights and asset types.
Physical assets include durable items (such as houses, computers, and machine tools) as well as nondurable ones (such as food, clothing, and paper).
Financial assets include cash and securities like stocks, bonds, and insurance policies that give their owners rights to potential future cash flows.
Intangible assets include legally protected intellectual property (such as patents, copyrights, and trade secrets), as well as other intangible assets like knowledge, goodwill, and brand image.
Human assets include peoples time and effort. People are not “assets” in an
accounting sense and cannot be bought and sold, but their time (and knowledge) can be “rented out” for a fee.
A Creator buys raw materials or components from suppliers and then transforms or assembles them to create a product sold to buyers. This is the predominant business model in manufacturing. A key distinction between Creators and Distributors is that Creators design the products they sell. We classify a firm as a Creator, even if it out-sources all the physical manufacturing of its product, as long as it does substantial design of the product.
A Distributor buys a product and resells essentially the same product to someone else. The Distributor usually provides additional value by, for example, transporting or repackaging the product, or by providing customer service. This business model is ubiquitous in wholesale and retail trade.
A Landlord sells the right to use, but not own, an asset for a specified period of time. A Broker facilitates sales by matching potential buyers and sellers. Unlike a Distributor, a Broker does not take ownership of the produ
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