The Business Model Innovation Book

Having analyzed hundreds of case studies of successful companies and their underlying business models, we have developed an entirely new method for business model innovation, creating a proven and systematic approach for building and re-working corporate business models: The Business Model Navigator.

In the book, each business model is described in a concise and practical manner in three pages: What is it (including explanatory graphic)? Where did it come from? Who applies it? What does this mean for me?

The story behind the book
In 2011, Prof. Oliver Gassmann and his team started the CTI project Business Model Innovation at the University of St. Gallen. The goal was to develop a methodology for business model innovation for incumbent firms. The analysis of more than 250 case studies and the implementation of applied business model innovation projects at SAP, Bühler, Hilti, Landis+Gyr (Toshiba) and Swisscom culminated in the book "The Business Model Navigator," written by Gassman, Frankenberger & Csik in 2014. The book was an immediate global success story, selling more than 50,000 copies translated into 11 languages including Chinese, Japanese, Korean and Russian.

The Business Model Innovation Pattern Cards

A book offers deep insight and understanding of a concept. For interactive application of the St.Gallen Business Model Navigator methodology, we recommend the BMI Pattern Cards.

The cards contain all 55 business model patterns complete with brief description, fun illustration, and some easily digestible examples of companies that applied the pattern. The cards contain enough information to fully explain each concept without letting the creative process get bogged down in detail. If you are looking to organize a business model workshop or just want to do a little brainstorming with your team, the BMI Pattern Cards are just the thing you need.

You can download a sample, together with information about how to purchase the cards by clicking on the button below.

Please take note that the BMI Pattern Cards are only available in English. The German cards are no longer distributed by BMI Lab.

The Business Model Navigator Paper

The working paper is a sneak peek at the Business Model Navigator. It covers methodology, a summary of the 55 patterns, and a list of which companies have successfully used which pattern to innovate their business model.


The St. Gallen Business Model Navigator


Oliver Gassmann, Karolin Frankenberger, Michaela Csik

The BMI Map

The Tube Map shows you a visual representation of the research that has been done by the creators of the Business Model Navigator. It depicts which companies have used specific patterns at what time to disrupt their industry. Download the BMI Map and follow the roots of the most successful patterns.