The paucity of literature (both theoretical and practical) on the topic is remarkable, given the
importance of business design, particularly in the context of innovation. The economics literature
has failed to even flag the importance of the phenomenon, in part because of an implicit assumption
that markets are perfect or very nearly so. The strategy and organizations literature has done
little better. Like other interdisciplinary topics, business models are frequently mentioned but rarely
analyzed: therefore, they are often poorly understood. Not surprisingly, it is common to see great
technological achievements fail commercially because little, if any, attention has been given to designing
a business model to take them to market properly.