Innovation Paths and Evolutionary Mechanism of O2O Business Model:A Case Study of Pisen's Platform Transformation

Abstract

Abstract:

From the perspective of business model and value creation, this paper explores innovation paths and evolutionary mechanism of O2O business model by the case study of a manufacturing enterprise, which is a typical business model innovation from product-based business model to platform-based business model. First, according to the collected data of Pisen from 2003 to 2016, grounded theory approach is used to explore paths and law of Pisen's business model innovation. Second, the typical innovation paths and evolutionary mechanism of O2O business model are further analyzed. Finally, the evolutionary mechanism is discussed from four aspects such as novelty, lock-in, complementarity and efficiency. The findings show that two key dimensions, subject and result of value creation, are to be changed by enterprises during the process of O2O business model innovation, which forms the typical innovation paths of O2O business model, and these paths consist of typical business models, which is the result of the combination of the two key dimensions. Each typical business model varies in attributes, namely novelty, lock-in, complementarity and efficiency, and they are the key motivations of path evolution. Continuously improving attributes is a process from quantitative changes to qualitative changes for business model, which is shown as substitution and upgrade of typical business models and finally boosts the evolution of O2O business model innovation paths.

Key words: O2O business model, innovation paths, evolution mechanism, value creation, Pisen

Jiang Jihai, Wang Fengquan. Innovation Paths and Evolutionary Mechanism of O2O Business Model:A Case Study of Pisen's Platform Transformation[J]. , 2017, 29(9): 249-261.

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