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SEIZING THE WHITE SPACE:

Business Model Innovation For Growth and Renewal

by Mark W. Johnson
Harvard Business School Press
February, 2010

Transformative growth, the need for innovation and the relentless pressure to boost profit and value are the drivers of today's global economy. And executives the world over are on the watch for the opportunities that lie in their adjacent markets. But a recent survey of high ranking executives revealed that while a full two thirds say they are changing their business models so that they can embrace new markets, the truth remains that few will take the risk involved in developing businesses outside of their core.

SEIZING THE WHITE SPACE by Mark Johnson, Chairman of a high profile innovation consultancy, offers an in depth look at innovating new business models that turn those opportunities into game changing moves that transform markets and the companies that embrace and execute them. What's more -- it works. Fifty percent of the last 26 companies founded in the last 25 years that have entered the Fortune 500 did so through business model innovation.

"To play a new game on a new field," writes Johnson, requires a new game plan. Business model innovation provides a new language and framework for understanding both the core space of your existing enterprise but also the white space you hope to conquer."

Apple, Whole Foods, and the Indian car maker Taka Sons are among dozens of businesses that have made leap and conquered the white space, or new markets, outside their core business. Apple moved from computers to iPODs that now rule the MP3 market, Whole Foods transformed from a local organic grocer into a global supermarket chain that brings natural food to the masses, and Taka Sons created a whole new car customer in India by creating a vehicle that competed in price with the scooter, India's method of family transport that was both impractical and unsafe.

SEIZING THE WHITE SPACE is the playbook for executing the leaps that drive today's biggest businesses successes. It first lays out the components of the innovation business models, it examines the way to identify new markets and how the business model plan will allow you seize them, and finally, it offers a prescriptive plan for creating those business models in your company.

Jacket (jpeg 728k) | Press Kit (pdf 163k)

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