Get in touch and share your thoughts


Centenary Professor of Strategy,
Cass Business School, and Senior Fellow, Wharton School,
City University London


Terms and conditions, confidentiality and copyright:

This website complies with the City University London policy on confidentiality, privacy and data protection and with the Data Protection Act. For more information, visit:

You have a licence to use this work under a Creative Commons “Attribution – Non-commercial – No Derivatives” 4.0 International License. This means PROVIDED you acknowledge the source and the copyright, and that you do not alter or adapt the content, you may use it free of charge for any not-for-pro use such as writing essays, giving student presentations, and inside a registered charity for a not-for-pro purpose including teaching and research in a university or school.

You MAY NOT use any material in any commercial setting without a WRITTEN licence - students and partners and start-up companies will usually be given licences without charge.

All the material on this website has been constructed by the Building Better Business Models project led by Charles Baden-Fuller and supported by the EPSRC (EP/K039695/1), and with matching funding from Cass Business School, City University London and the Mack Institute, Wharton Business School, University of Pennsylvania.

The material on this site is copyright © C. Baden-Fuller; S. Haefliger; A. Giudici, Cass Business School, London 2015.

The name Business Model Zoo™ is Trademark protected.

City University London and Cass Business School are not liable in the event that information contained in this website is used or misused by someone to cause harm or loss.

This website uses cookies, and stores some information from users including email address, but NOT passwords. We will not sell or distribute email addresses to any third party.