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A review and research agenda in business model innovation

Benny Hutahayan (Faculty of Administrative Sciences, Brawijaya University, Malang, Indonesia)
Wahyono (Semarang State University, Semarang, Indonesia)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 24 July 2019

Issue publication date: 12 August 2019



This paper aims to review and synthesise the recent advancements in the business model literature and explore how firms approach business model innovation.


A systematic review of business model innovation literature was carried out by analysing 219 papers published between 2010 and 2016.


Evidence reviewed suggests that rather than taking either an evolutionary process of continuous revision, adaptation and fine-tuning of the existing business model or a revolutionary process of replacing the existing business model, firms can explore alternative business models through experimentation, open and disruptive innovations. It was also found that changing business models encompasses modifying a single element, altering multiple elements simultaneously, and/or changing the interactions between elements in four areas of innovation: value proposition, operational value, human capital and financial value.


The conflicting approaches exist in the literature on how firms change their business models, this review synthesises these approaches and provide a clear guidance as to the ways through which business model innovation can be undertaken.



Hutahayan, B. and Wahyono, (2019), "A review and research agenda in business model innovation", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 13 No. 3, pp. 264-287.



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