Figure 2
The vertical axis is labeled “Changes in business model” and “Degree of Innovation”, and the horizontal axis is labeled “Resources and effort needed”. Three nested oval areas expand diagonally from the bottom left toward the top right of the graph. The smallest oval at the bottom left is labeled “1. Internal process optimization”. A medium-sized oval that contains the first oval is labeled “2. External relationship improvement”. The largest oval that contains the previous two ovals is labeled “3. New ecosystem and value network”. Both axes terminate in a single arrowhead to indicate direction.Categories of objectives