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Business Model Disruption and the Disruptor’s Gambit

  • Research
  • Entrepreneurship, Strategic Management

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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
  • adaptation, business+model+innovation, disruption, ecosystem+creation, framing, toulouse+business+school, yuliya+snihur

Author(s)

SNIHUR Yuliya
Associate professor
TBS Education

Institution(s)

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