In the Textbook:
Chapter 5: The Business Plan: Road Map to Success
Levitt, T. (2004). Marketing myopia. Harvard Business Review, July-August 2004, pp. 1-13.
Osterwalder, A., Pigneur, Y., In Clark, T., & Smith, A. (2010). Business model generation: A handbook for visionaries, game changers, and challengers.
Porter, M. (March 2001). Strategy and the Internet. Harvard Business Review, March 2001, pp. 62-78.
The Business Model Canvas, presented by Alexander Osterwalder
Describe one additional application of the Business Model Canvas.
Business Model Canvas
Watch the following video on the Business Model Canvas as presented by the author of the book, Alexander Osterwalder. In the video, Osterwalder tells the story quite well, as one would expect. I strongly recommend you make the time to review it.
Stanford School of Engineering. (40934). The Business Model Canvas, presented by Alexander Osterwalder [Video file]. Retrieved from… (Links to an external site.)
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