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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Business Model Mapping: A New Tool to Encourage Entrepreneurial
Activity and Accelerate New Venture Creation
Author(s): John Leschke
Citation: John Leschke, (2013) "Business Model Mapping: A New Tool to Encourage Entrepreneurial Activity and Accelerate New Venture Creation," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 1, pp. 18 - 26
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This paper describes business modeling—a simple, yet powerful, approach to model and evaluate
alternative business opportunities. A compelling argument can be made that employing this approach can
accelerate the concept development and assessment process and increase the quality of business
propositions carried forward to the business planning stage. Moreover, business modeling is broadly
applicable, being relevant to entrepreneurs, investors, business advisors and non-profit organizations, as
well as existing firms considering new lines of business.
