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

39 Pages Posted: 19 Oct 2018

See all articles by Yuliya Snihur

Yuliya Snihur

University of Toulouse - Toulouse Business School

Llewellyn D W Thomas

Imperial College London - Entrepreneurship, Innovation, and Technology Management

Robert A. Burgelman

Stanford Graduate School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: November 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‐centred to disruptor‐centred. 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: adaptation, business model innovation, disruption, ecosystem creation, framing

Suggested Citation

Snihur, Yuliya and Thomas, Llewellyn and Burgelman, Robert A., An Ecosystem‐Level Process Model of Business Model Disruption: The Disruptor's Gambit (November 2018). Journal of Management Studies, Vol. 55, Issue 7, pp. 1278-1316, 2018. Available at SSRN: https://ssrn.com/abstract=3268866 or http://dx.doi.org/10.1111/joms.12343

Yuliya Snihur (Contact Author)

University of Toulouse - Toulouse Business School ( email )

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

Llewellyn Thomas

Imperial College London - Entrepreneurship, Innovation, and Technology Management ( email )

United Kingdom

Robert A. Burgelman

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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