The phrase “business model” hardly appeared in written form till the late 1990s. Since then it has morphed, subtly but quickly, from a theoretical abstract term to one with animate as well as living connotations. This linguistic shape-shifter has the capacity to educate us on the idiosyncrasies of business language.

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Until the 1990s, companies didn’t have “business models”
Before the late 1990s, no one was using the phrase “business model.” Or at least, it hardly appeared in written form. The phrase has since morphed, subtly but quickly, from an abstract theoretical ter…

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