Business model transformation: possible strategies

Abstract

The analytical design of the "business model" is widely used in strategic management, since it allows a comprehensive assessment of the company's activities. The spread of information and communication technologies and digitalization necessitate reformatting the design of existing business models. The article is devoted to the systematization of business model transformation strategies. The methodological basis of the research is represented by a set of strategic management theories, the main of which are the theory of business models, the conceptual principles of platform economics and ecosystem theory. To achieve the purpose of the study, a set of methods that complement each other was used. The solution of theoretical problems was carried out using general scientific research methods, including system analysis and synthesis, modeling, typologization, content analysis. Based on the terminological analysis of the concept of "business model", it is established that the theoretical framework of this concept is not fully formed. The design of the study is based on a consistent analysis of the components of the business model: value proposition, business organization, monetization method, interaction with consumers, key resources and interaction with the market. The configuration of these components provides the basis for the formation of one of four types of business models: product-oriented, platform-oriented, project-oriented or solution-oriented. It is revealed that the business model transformation strategy can be based on each of the presented structural elements. Possible types of business model transformation are presented.