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Business model innovation: What can the ambidexterity literature teach US?


Academy of Management Perspectives


Strategy and Entrepreneurship

Authors / Editors

Markides C


Publication Year



One of the issues addressed in the growing literature on business model innovation is how to compete with two business models simultaneously. Unfortunately, this body of work lacks a theoretical foundation. I propose that the challenge of managing two different and conflicting business models simultaneously can be framed as an ambidexterity challenge. This implies that ideas and theoretical concepts from the ambidexterity literature can be used to explore issues pertinent to the business model literature. I apply this idea to explore four specific areas where the ambidexterity literature could guide research on the challenge of managing two business models simultaneously and identify several insights that can guide future research on business model innovation.

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