Preparing for business model change: the pre-stage'' finding

The purpose of this paper is to investigate managers' initiatives in the context of an emergent technology and their effect on the business models of firms. Building on four case studies of organizations interested in using an emergent technology for commercial purposes, this study applies a process-based framework of business model change. The main finding is that managers' initiatives occur in the context of a pre-stage'' of potential business model change, which includes processes of experimenting and learning. The pre-stage finding gives a better understanding of when change initiatives affect a business model and when they do not, allowing managers to adopt a more proactive behaviour and guide their organizations towards effective business model change. The main contribution of this paper is to suggest the inclusion of the pre-stage idea in research and practice, since it is an intermediary step in the process of business model change that has been overlooked.