Strategic innovation of business models by leveraging demand and supply chains in dynamics ecosystems

Ewouba-Biteghe, Benjamin Simplice (2006-12)

Thesis (MComm (Business Management))--University of Stellenbosch, 2006.


The term business model is relatively recent. Though it appeared for the first time in the 1950s it rose to prominence and reached the mainstream only in the 1990s. Today the term is commonly used, but there is still no single dominant definition. Many different conceptualizations of business models exist. They all have various degrees of resemblance, or difference of some degree. From those business literatures, an intellectual root of the concept has been explored, offering a working definition, and the necessity for a company to renew its business models. To deliver information, products, and services in new ways, new business models address previously unrecognized or unmet needs, and appeal to customers precisely because they improve the quality of what is available to them, or reduce the cost, or both. Leading companies have discovered that to keep up with the rate of change in the marketplace, today’s key performance factors are different than they were in the past, hence the need for new business models and their strategic innovation. This thesis explores the role of business models in leveraging demand and supply chain dynamics in business ecosystems. Radical changes in the business environment have suggested limitations of traditional business models. New business environments are characterized not only by the rapid pace of change, but also the discontinuous nature of such change. New business environments, characterized by dynamically discontinuous change, requires a re-conceptualization of new competencies, new business models that break the rules of the game in the industry. The fact that a company should constantly attempt to develop new business models in its industry if it hopes to survive, has been examined, and how those new business models can leverage demand and supply chain dynamics in business ecosystems. The theoretical findings are illustrated by relevant case studies.

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