According to a global CEO study performed by IBM, where over 750 business leaders all over the world participated, over 65% of the asked people replied that they thought business model innovation would be the most important innovation for the future. Furthermore, fully 61% of CEO’s who have a primary focus on business model innovation fear that changes in the business model of a competitor could likely result in a radical change to the entire landscape of their industry.
Rapid advances in information and communication technologies have facilitated new types of technology-mediated interactions between economic agents (Geoffrion and Krishnan, 2003). This has enabled firms to change fundamentally the way they organize and transact both within and across firm and industry boundaries (Mendelson, 2000). Thus, the focus of organization design has shifted from the administrative structure of the firm to the structural organization, or architecture, of its exchanges (Amit and Zott, 2004). Echoing this shift, researchers have observed that the locus of value creation increasingly extends traditional firm boundaries (Dyer and Singh,1998; Gulati, et al., 2000; Normann, 2001), and that they have called for broader conceptualization of organizational boundaries beyond the legally relevant demarcation of the firm from its environment (Santos and Eisenhard, 2006). The world is getting more and more like a global village. Globalization is bringing tougher competition and stronger market forces with it. And when the competition gets stronger, companies constantly needs to find new ways of doing business to sustain in the fierce competition. External market factors force companies to rethink the way they do business.