In recent years, the notion of business models has been able to innovate the way companies create new business opportunities. However, because business models most often rest on a complex interplay of several actors, there is a need to be able to explore the nature of a business model.

This paper will propose to describe a business model by means of storytelling. Also, the paper will introduce the notion of archetypes of business models with the aim to seek a pattern in the light of the numerous business models available. Two cases will illustrate and discuss storytelling and archetypes, giving rise to conclude that they represent a valuable approach to understanding and innovating business models.


Business models Free-business models narratives storytelling business model innovation archetypes 


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Copyright information

© IFIP International Federation for Information Processing 2013

Authors and Affiliations

  • Morten Lund
    • 1
  1. 1.Center for Industrial ProductionAalborg UniversityDenmark

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