Examining the Adaptation Strategy at the Level of the Business Model (Case Study: Iran’s Food Industry)

Given the changes in the global business environment and the internationalization of businesses, numerous companies have adopted the adaptability strategy to take the maximum benefit of opportunities available in the markets beyond their national borders. The purpose of the present study is to understand the development of the adaptability strategy beyond the product level or marketing mix. In this regard, adaptability is investigated in the business model. For this purpose, after a review of the related literature and administration of interviews; the constituent factors of this adaptive business model were reckoned by content analysis and then with regard to the impact of these factors on each other, the inter-relationships were obtained through interpretive structural modeling (ISM). Finally, the proposed model was measured using partial least squares (PLS). The results of the study indicated a good fitness for the adaptive business model. Furthermore, the proposed model showed that there are cause-effect relationships between business model components in which a change in one component brings about other changes in other dimensions.