Abstract
To study the role of top management in business model innovation due to technological changes 14 interviews were conducted with the top management of multinational firms in India. The duration of interviews ranged from 30 to 60 min with an average time of 40 min per interview. The study has used a phenomenological approach for the analysis of qualitative data. The findings from the study highlighted the role of top management in business model innovation under four headings. First, when the change is incremental top management has to act as a sponsor of the change. Second, when the change is radical top management has to go for overhauling of the entire business model. Third, when the change is architectural, top management has to trigger the search for a new business model. Fourth, when the change is of Knightian Uncertainty top management has to look for the options of either a merger or acquisitions.
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