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According to BCG, Business model innovation is the art of enhancing advantage and value creation by making simultaneous—and mutually supportive—changes both to an organization’s value proposition to customers and its underlying operating model. Professors Girotra and Netessine, economists of Cornell and Wharton universities, have presented a framework for identifying opportunities and becoming systematic about the process of taking business model innovation to the level of a reliable and improvable discipline. Since business model