The business model with advertising is one of the most successful in the digital era. It's behind the rise of companies like Google and Facebook, which connect users to products and services through artificial intelligence and analytics. This has been made possible by the enormous amount of user data that can be collected from online users. In short, the strategy is to design and build the car, the business model is the car and the tactic is the way to drive the car.
Ryanair's current business model is based on the key options of offering customers low fares and not offering anything for free. Therefore, in its simplest conceptualization, a business model consists of a set of management decisions and the consequences of those choices. In today's rapidly changing business world, larger companies have a lot to learn from this flexible and scalable model. As a result, companies are increasingly satisfied that people come and go and that they work for more than one company at a time.
No three concepts are as useful to managers or as misunderstood as strategy, business models, and tactics. When Irizar, a Spanish cooperative that manufactures luxury coach bodies, created a radically different business model, it made several innovative decisions. Some of the world's most successful companies are constantly innovating and transforming, even if that means cannibalizing their own products and services to create something new. The system of choices and consequences is a reflection of the strategy, but it's not the strategy, it's the business model.
The decisions that executives make when creating a business model must complement each other; there must be internal consistency. There is no doubt that these descriptions help executives evaluate business models, but they impose preconceived ideas about how they should be and can limit the development of radically different models. While business models refer to the logic of the company, to the way it operates and creates and captures value for stakeholders in a competitive market, the strategy is to create a unique and valuable position that involves a distinctive set of activities. These are the tactics, the residual options that a company has by virtue of the business model it employs.
In addition, the propensity to ignore the dynamic elements of business models means that many companies do not realize their full potential. Instead of selling a product or service on a timely basis, servitization companies use a subscription or continuous service model, allowing them to better understand their customers.