About this Project

The Business Model Navigator aims to better understand the key drivers of business model success, as well as fostering business model innovation via a structured approach. The research program on business model innovation, lead by Prof. Dr. Oliver Gassmann and Prof. Dr. Karolin Frankenberger, has been running since 2010. Dozens of PhD and Master thesis have been contributing to the program. The book “Business Model Navigator” became a global bestseller, translated in many languages and applied in hundreds of companies.

We seek to enhance decision making in the context of business model innovation processes, facilitating the initiation, ideation, integration and implementation phase.

This digital database, developed by Thomas Möllers and Camillo Visini, supports the book Business Model Navigator and is based on research at Institute of Technology Management at the University of St. Gallen and provided by the BMI Lab.

What is Business Model Innovation?

The Business Model Navigator

The Business Model Navigator is a research based methodology we applied in various industry backgrounds. It rapidly became a bestseller and was called a “sensation” by the Frankfurter Allgemeine Zeitung.

A strong business model is the bedrock to business success. But all too often we fail to adapt, clinging to outdated models that are no longer delivering the results we need.

We have looked at 350 business model innovators and found out that about 90% of their innovations are recombinations of previously existing concepts, ideas, or business models. This insight can be used proactively, as these patterns provide the blueprints you need to revolutionise your business and drive powerful change.

Based on groundbreaking original research, this book shares these 55 recipes for success, providing practical templates to help readers build new business models from scratch and supercharge their existing models.

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Gassmann, O., Frankenberger, K., & Csik, M. (2014). The business model navigator: 55 models that will revolutionise your business (1st ed.). Upper Saddle River, NJ: FT Press.

Gassmann, O., Frankenberger, K., & Choudury, M. (2020). The Business Model Navigator: The strategies behind the most successful companies (2nd ed.). Upper Saddle River, NJ: FT Press.


The BMI Lab is a spin-off from the Institute of Technology Management at the University of St.Gallen. We believe that companies of tomorrow must have a purpose, sustainable business models and advanced innovation capabilities.

But most large enterprises are stuck in an endless cycle of incremental product innovation, have rigid processes, and a company culture that is hindering radical innovation.

With our Learning Journeys offering we empower you to change your culture and build up innovation capabilities. Through our Advisory offering we support your teams with tools, frameworks and manpower to implement business innovations.

Get access to our innovation resources →