Pivoting to Manage the Integration of Two Initially Separate Business Models: The Case of the Digital Transformation of Established Retailers
Due to increasing digitalization, most companies have added online retail as a new business model (BM) separate from their initial physical BM, requiring beaker creatures series 1 them to manage a portfolio of BMs.The literature points out that companies choose between a separation or integration strategy to manage their multiple BMs.However, busin