The Evolution Path of Business Model Innovation Based on the Theory of the Strategic Orientation and Dynamic Capabilities—A Case Study of M-Grass Ecology
ZHANG Lu，ZHOU Qi，SU Jingqin，CHANG Qing
1. Inner Mongolia University of Technology， Inner Mongolia， China； 2. Dalian University of Technology， Dalian， Liaoning， China； 3. Zhongnan University of Economics and Law，Wuhan，China
Abstract：We selected M-Grass Ecology as a case study object in order to analyze the evolution process of the business model of M-Grass Ecology, and discussed how to realize the innovation of the business model through strategic choice and dynamic capability construction. And then dynamic formation mechanism and typical route of the business model innovation was induced. The results showed that the escalating interaction between strategic orientation and dynamic capabilities had driven the innovation and evolution of the business model from “market-demand business model” to “technology-innovative business model” and then to “shared open business model”. The process mechanism of business model innovation with strategic orientation and dynamic capabilities matching could be explained by an innovative “double-funnel model” properly.
