Purpose – In every market there are non-consumers – potential customers that withstand an innovation. A common reason is that products targeted to early adopters or the mass market are over-engineered. Established companies usually neglect the laggards in a market. This offers growth...

Purpose – This article aims to examine the concept of business model innovation and to discuss the design of the key elements. Based on a detailed case study of Nespresso, it seeks to outline how business model innovation can be implemented successfully. Design/methodology/approach – Based...