Configurations of Business Model Innovation: Unpacking the Practice Adopted by Firms in an Emerging Market Context

Building on the strategy-as-practice perspective, this exploratory study addresses an overlooked line of inquiry into forms, differentiators, and performance differences micro-activities underpinning business model innovation (BMI) in emerging market backdrop dominating studies conceptualisations, descriptions, antecedents, preconditions to BMI. Cluster analysis 127 managerial-level employees’ responses gathered through a survey uncovered three forms BMI unique firms’ economic activity: finance-driven, offer customer-driven, multiple-epicentre-driven. The common focus customer relationships element across clusters confirmed uniqueness approach market. One-way Analysis Variance (ANOVA) among clusters. interdependency dimensions approaches aligning are proposed for future research.