ABSTRACT
The BM Cube concept was evolved through our research which built on the increasing business model literature and practice in the early 2010s. The BM Cube concept initially came out of the research and test in the Neffics FP 7 EU project and was further developed and empirically tested in several businesses through the years 2010–2017. Today, BM is argued in most academic literature to be a general model for how any business “runs” or should run its business – “a blueprint of the business”. Conversely we argue that no business has just one BM – one model on which it runs all its business or intends to run its business. In other words the BM can be used for “as-is” and “to-be” businesses. The ICI and MBIT research addresses and documents a gap in BM research and the BM community – but also, however, a strong demand to find a generic definition and language of a BM.
