Back to Basics after Three Generations: a Longitudinal Process Study of How Dominant Logic Enables and Constrains Business Model Innovation

Bitetti, Leandro and Gibbert, Michael (2019) Back to Basics after Three Generations: a Longitudinal Process Study of How Dominant Logic Enables and Constrains Business Model Innovation. UNSPECIFIED. In: EURAM 2019 Conference, 26-28.06.2019, Lisbon. (Unpublished)

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Abstract

Traditional small family businesses are increasingly confronted with the need of business model innovation. Nevertheless, prior literature shows that a main constraint to business model innovation is represented by the dominant logic. Still, constraints can sometimes enable innovation. Building on this, we integrate the dual nature of constraints into the business model literature, through a cognitive perspective. In our study, we present a longitudinal case study (i.e. Gabbani SA) where dominant logic enabled (rather than constrained) four business model innovations over 80 years and two ownership successions within the family. In particular, Gabbani SA managed to adopt, abolish, and re-adopt multiple dominant logics that allowed business model innovation through four main cognitive processes (namely “overturn”, “dribble”, “stimulate, and “anticipate”).

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