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Reinventing Your Business Model

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One secret to maintaining a thriving business is recognizing when it needs a fundamental change.

50 Harvard Business Review

1711 Johnson.indd 50

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December 2008

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hbr.org

10/30/08 2:02:02 PM

Reinventing
Y
our

Business

Model by Mark W. Johnson, Clayton M. Christensen, and Henning Kagermann

Jim Frazier

IN 2003, APPLE INTRODUCED THE IPOD WITH THE ITUNES STORE,

revolutionizing portable entertainment, creating a new market, and transforming the company. In just three years, the iPod/iTunes combination became a nearly $10 billion product, accounting for almost 50% of Apple’s revenue. Apple’s market capitalization catapulted from around $1 billion in early 2003 to over $150 billion by late 2007.
This success story is well known; what’s less well known is that Apple was not the first to bring digital music players to market. A company called Diamond Multimedia introduced the Rio in 1998. Another firm, Best Data, introduced the Cabo
64 in 2000. Both products worked well and were portable and

hbr.org

1711 Johnson.indd 51

|

December 2008

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Harvard Business Review 51

10/30/08 2:02:12 PM

Reinventing Your Business Model

IDEA

panies understand their existing busistylish. So why did the iPod, rather than
IN BRIEF ness model well enough – the premise the Rio or Cabo, succeed? behind its development, its natural inApple did something far smarter
» Breakthrough, game-changing terdependencies, and its strengths and than take a good technology and wrap products rarely emerge from establimitations. So they don’t know when it in a snazzy design. It took a good lished businesses. they can leverage their core business technology and wrapped it in a great
» That’s because a radically new and when success requires a new busibusiness model. Apple’s true innovaproduct usually needs a new business

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