The business context model is the integrated view over the Customer/Market Definition or Profile, the Supplier Definition, the Sourcing Definition, the Product/Services Definition, and the Channel Definition. Integrated in this context means that changes in one or more of these models are now clearly defined and connected to changes in other detailed models. For instance targeting a new customer group (e.g. urban professionals) may imply the use of a new channel (e.g. internet sales or mail catalogue) and require new sources (e.g. a provider that will fulfil these sales).

The individual changes should also be connected to an overarching strategy, vision and/or ambition as a foundation.