Ruth SteinhauerStrategische Flexibilität bei Geschäftsmodell-Evolutionen

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On increasingly dynamic and unpredictable markets innovation, especially that of the business model, determine long term corporate performance. Business model evolution, a sub-form of business model innovation, requires strategic flexibility, which is the necessary long term survival potential of an organization and ist actors to proactively or reactively adapt to changing internal and external conditions. The work aims at analyzing strategic flexibility as a dynamic capability in the context of business model evolution. For one thing determinants and effects of strategic flexibility on the approach and success of business model evolutions are analyzed partial-analytically. For another thing knowledge about causal relationships between strategic flexibility, context, the chosen evolutionary strategy and success is obtained through analyzing configurations. To access this research topic a preliminary study model was chosen, in which qualitative and quantitative empirical research approaches were combined in the sense of a mixed-method approach to derive insights inductively and deductively. In a first research phase four business model evolutions from different industries were conducted as case studies. The second research phase focused on the business model evolution of online-store openings of previously pure stationary retailers. Structural equation modelling was used for the analysis in the second phase. Besides the scientific penetration of the subject the work pursues the practical objective to provide essential action implications for companies considering business model evolution.

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