Abstract
Current research considers business model innovation as a series of responses to technological change and market environment change. However, in practice, it is often business model innovation that leads to market innovation and subversion and then promotes a new round of iterative product renewal. This is because business model innovation is a value creation activity based on market demand, rather than a technology-oriented innovation behavior. Moreover, since the degree of demand manifestation varies, the degree of its influence on value creation and thus the driving mechanism for business model innovation vary significantly, and the duality of market-oriented theory is introduced to explore how firms go about achieving business model innovation based on different demand characteristics and how the results of firms’ integration of market information work. Through regression analysis of 230 sample enterprises, the results show that both responsiveness and proactive market orientation have a significant positive impact on business model innovation. In contrast, market information integration has a positive regulatory effect on the two groups of relationships.
Highlights
On January 23, 2020, due to the closure of Wuhan and the nationwide foot ban caused by the spread of the New Crown Pneumonia epidemic, consumer buying behavior and patterns changed dramatically, causing all types of businesses to be severely affected and traditional business models to face a major crisis
In the innovation of business model caused by market changes, is the predictive market change or the responsive market change easier for business model innovation? In other words, what is the difference between proactive market orientation and reactive market orientation on business model innovation, and how will market information affect the mechanism between them?
Business model innovation is a complex concept involving technological innovation, strategy, marketing, and Complexity business model science [4], and scholars of various schools have differing views on the concept, composition, and dominant logic of business models and their innovation [5,6,7,8,9], but none of them deny that business model innovation is a series of systematic processes of value creation activities [10, 11]
Summary
On January 23, 2020, due to the closure of Wuhan and the nationwide foot ban caused by the spread of the New Crown Pneumonia epidemic, consumer buying behavior and patterns changed dramatically, causing all types of businesses to be severely affected and traditional business models to face a major crisis. Erefore, combined with the market-oriented theory, this study explores the power source of business model innovation further from the perspective of customer demand, in order to study the mechanism of proactive market orientation and reactive market orientation on business model innovation deeply. Us, it will help enterprises to clarify the dynamic mechanism of business model innovation, have a targeted insight into the market, integrate market information fully and reasonably, make better use of user resources, accelerate and enhance business model innovation, and meet market demand, enhancing competitive advantage, sustained and healthy development The regulatory effect of market information integration. us, it will help enterprises to clarify the dynamic mechanism of business model innovation, have a targeted insight into the market, integrate market information fully and reasonably, make better use of user resources, accelerate and enhance business model innovation, and meet market demand, enhancing competitive advantage, sustained and healthy development
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