This paper analyses the relationship between two well-known business concepts. It clarifies how business models, as an implementation of a company's strategy, can be aligned with business cases, as an abstraction of a company's operations. The relationship is analyzed from a static as well as a dynamic point of view by means of inductive reasoning and literature review. Based on the understanding of the relationship, a continuous business model-business case alignment approach is proposed. Further, managerial guidelines are presented supporting the approach. This paper contributes to research and practice. Both can benefit from the conceptual relationship between two well-known concepts that have hardly been linked so far.