Transformation of Value in Innovative Business Models: The Case of Pharmaceutical Market

Creating and developing innovative business models (BM) is currently one of the key success factors for contemporary business. Rapid complex changes in world reemphasize need to better understand how BM can be successfully innovated different markets. The digital component innovation comes under a special spotlight, using example company within pharmaceutical industry. In particular, this study demonstrates developed implemented practice market, which accelerates its transformation increase value it brings healthcare systems around while sustaining ongoing crisis. order do that, current paper offers framework that defines elements, aspects, logic. covers six markets represent creation mechanisms. This technological innovations activated managerial tools insights also they combined into holistic system based on needs chain actors.