This text approaches the topic of business model innovation from the perspective of the established firm and examines the unique strategic and organizational issues that big, established companies face when a new business model enters their markets.

There is a well-established line of thinking on strategy and structure in the MNE, beginning with John Stopford's doctoral thesis work (Stopford and Wells, 1972) and moving through the work of Egelhoff (1982), Daniels Pitts and Tretter (1984) and others to Ghoshal and Nohria (1993). However,...