Designing adaptive business model using interpretive structural modelling (Case Study:Food Industries)

Due to expansion of international trade and presence of companies in the foreign markets for exploitation of opportunities, it’s essential to consider to differences among markets and countries and adapt their businesses with the specific condition of each target market. In this regard, this research aims to achieve adaptive business model in the time of presence in the international markets. For this purpose, at the first step we were identified the components of adaptive business model through systematic review of literature and Interviews with Experts. Then we could identify and categorize twenty six elements in eight dimensions with helping content analysis technique. In the next step, interpretive structural modeling method is applied to map the relations among dimensions. The results indicate that internal value chain, external value chain and competitive strategy dimensions are foundation for adaptation process and other factors; competitive value proposition, value delivery context and customer should be adapted with target markets. Eventually, the adaptive process leads to financial and non-financial consequences.