Management studies of company crises are few. The problem is that our knowledge of how to navigate in a company crisis is limited because most companies reject to give access to data collection to outsiders in a company crisis. The book provides a unique insight into the key challenges for developing the business model of a large well-known company in Northern Europe that is in a profound crisis. A total of 22,000 responses from 350 managers with an average seniority of 15 years are carefully analyzed after studying the literature about development of business models. The responses are repeated across seven management groups, which increases our confidence that the book's conclusions can be transferred to practice.