"Business Model refers to the logic of the firm, the way it operates and how it creates value for its stakeholders; and
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Strategy refers to the choice of business model through which the firm will compete in the marketplace; while
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Tactics refers to the residual choices open to a firm by virtue of the business model it chooses to employ.
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Business models are made of concrete choices and the consequences of these choices. different designs have different specific logics of operation and create different value for their stakeholders.
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Tactics - the residual choices open to a firm after choosing its business model - are crucial in determining firms’ value creation and capture.
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strategy refers to a firm’s contingent plan as to which business model it will use. It is im- portant to note the word ‘contingent’ - strategies should contain provisions against a range of environmental contingencies, whether they take place or not. An outside observer will only be able to observe the realized strategy, rather than the entire contingent plan.
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the set of strategy choices made in setting the business model up are not easily reversible . tactical choices are relatively easy to change."
Trechos e imagens retiradas de "From Strategy to Business Models and onto Tactics" de Ramon Casadesus-Masanell & Joan Enric Ricart, publicado por Long Range Planning 43 (2010).
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