Understanding business model development through the lens of complexity theory: Enablers and barriers

A winning business model is the key to success in today’s fragmented market environment. However, businesses need develop their models overtime meet requirements of environmental uncertainties and shifts surrounding business. Drawing on complexity theory its related concept hierarchy, this study advances a systematic approach theoretically investigate factors that favourably or adversely affect development (BMD), hierarchical order. In particular, multiple fuzzy multi-criteria decision making techniques were applied list enablers barriers BMD, determine priorities among enablers, significance with respect main BMD. The results reveal organizational form most salient while type II are significant barriers, challenging models. Implications future research directions also provided.