Abstract
The truly brilliant business models do not arise accidently but are almost always based on a deep ambition to make a difference and to capture a unique new spot in the world. They are driven by the “why.” The cornerstones of a brilliant business model are the vision and the brand positioning. The vision of an organization can be defined by its higher goal, its audacious goal, its core values, and its core qualities.The positioning of a brand can be defined by its brand essence, its brand roots, its brand promise, its brand values, and its brand proof.
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Notes
- 1.
Kemperman et al. (2013).
- 2.
- 3.
Van der Loo et al. (2007).
- 4.
Idem.
- 5.
Vision described as such by Franzen and Van den Berg (2003).
- 6.
Collins and Porras (1994).
- 7.
Taylor (2007).
- 8.
Kemperman and Trampe (2012).
- 9.
Van der Loo et al. (2007).
- 10.
Kemperman et al. (2013).
- 11.
Hamel and Prahalad (1994).
- 12.
Kemperman et al. (2013).
- 13.
Winter and Van der Weijden (2008).
- 14.
Kemperman and Trampe (2012).
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Kemperman, J., Geelhoed, J., op ‘t Hoog, J. (2017). What Are the Cornerstones of a Brilliant Business Model?. In: Kemperman, J., Geelhoed, J., op ‘t Hoog, J. (eds) Brilliant Business Models in Healthcare. Springer, Cham. https://doi.org/10.1007/978-3-319-26440-0_1
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