An Ecosystem-Level Process Model of Business Model Disruption: The Disruptor's Gambit

50 Pages Posted: 26 Apr 2018 Last revised: 15 May 2018

See all articles by Yuliya Snihur

Yuliya Snihur

University of Toulouse - Toulouse Business School

Llewellyn D W Thomas

Ramon Llull University

Robert A. Burgelman

Stanford Graduate School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: February 1, 2018

Abstract

Based on a longitudinal case study, this paper presents an ecosystem-level process model of the interlocking key activities of the business model disruptor, other ecosystem participants (customers, partners, media, analysts), and the incumbent. Together these constitute a strategic process of ecosystem evolution from incumbent-centered to disruptor-centered. We identify the phenomenon of a “disruptor’s gambit,” where the disruptor reveals its intentions early on through effective framing, followed by rapid adaptation of its business model to satisfy ecosystem needs. These processes generate a virtuous framing-adaptation cycle, where feed-forward and feedback enable rapid response to customers and partners, while engaging them as force multipliers during new ecosystem creation. Our findings suggest that framing constitutes a dynamic strategic process enabling disruptors to reduce uncertainty, dislodge powerful incumbents, and shape new ecosystems through business model innovation.

Keywords: disruption, business model innovation, framing, adaptation, ecosystem creation

Suggested Citation

Snihur, Yuliya and Thomas, Llewellyn and Burgelman, Robert A., An Ecosystem-Level Process Model of Business Model Disruption: The Disruptor's Gambit (February 1, 2018). Stanford University Graduate School of Business Research Paper No. 3662, Available at SSRN: https://ssrn.com/abstract=3168892 or http://dx.doi.org/10.2139/ssrn.3168892

Yuliya Snihur

University of Toulouse - Toulouse Business School ( email )

1, Place Jourdain
Toulouse, 31068
France
+33 752 29 01 01 (Phone)

Llewellyn Thomas

Ramon Llull University ( email )

Pedralbes 71
Barcelona, Barcelona 08035
Spain

Robert A. Burgelman (Contact Author)

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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