公司为何必须开放商业模式-----外文翻译.doc

Innovation is becoming an increasingly open process thanks to a growing division of labor. One company develops a novel idea but does not bring it to market. Instead, the company decides to partner with or sell the idea to another party, which then commercializes it. To get the most out of this new system of innovation, companies must open their business models by actively searching for and exploiting outside ideas and by allowing unused internal technologies to flow to the outside, where other firms can unlock their latent economic potential. Let’s be clear about what is meant by the term business model. In essence, a business model performs two important functions: It creates value, and it captures a portion of that value. The first function requires the defining of a series of activities (from raw materials through to the final customer) that will yield a new product or service, with value being added throughout the various activities. The second function requires the establishing of a unique resource, asset or position within that series of activities in which the firm enjoys a competitive advantage.

Open business models enable an organization to be more effective in creating as well as capturing value. They help create value by leveraging many more ideas because of their inclusion of a variety of external concepts. They also allow greater value capture by utilizing a firm’s key asset, resource or position not only in that organization’s own operations but also in oth]


商业模式的定义
每个公司都有其商业模式，无论他们是否能清楚地表明。商业模式有两个核心功能：价值创造和价值获取。首先，它界定了一系列诸如从原材料采购到满足终端顾客等关键环节。这些关键环节使得产品或服务产生同时包含着净值。这至关重要，因为如果没有价值净创造，其他相关公司是不会参与的。其次，公司开发并运营商业模式，而商业模式则保证其从关键环节中获取部分价值。这也同样重要，无法从价值创造的关键环节获取利润的公司是不会持久的。
商业模式在价值创造和价值获取两方面可能是相互制约的。例如，如果替代品价值较低，高价值附加的技术能使公司轻易获得利润。但是很多情况下顾客并不愿意购买（鉴于价格、可获性以及运送和服务问题）。于是，推广技术，以使其更具吸引力，却使价值获取反而更困难。所以，这对矛盾因素间需要平衡。
如何界定商业模式？“商业模式”一词已司空见惯，却很少有明确的定义。哈佛大学名誉教授理查德•S•罗森布鲁姆（Richard S. Rosenbloom）和我做了一个明确有效的界定（见表1）。