The author describes the original methodology proposed for the company’s business model restructuring based on identifying the discrepancy between the lifecycle curves of the company, its business model and the innovations it creates. The author has proposed, as tool of detected discrepancy elimination, 3D matrix of company business model restructuring strategy implementation. Using that matrix the development and implementation of marketing innovations in the lifecycle stages and the business model elements are done for the purpose of its full or element-by-element restructuring.
Keywords: restructuring methodology; business model; innovations marketing; company lifecycle; business model lifecycle; innovative product lifecycle.
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https://doi.org/10.24151/2409-1073-2018-2-42-48