On conceptual differentiation and integration of strategy and business model*

The objective of this paper is to develop the conceptual integration of strategy and business model. Theoretical method is used in order to achieve this objective. The theory building leads to the construction of conceptual model of strategy and business model, and provides its underlying logic. The main fi nding is that strategy is a pattern within which a business model changes. Only one strategy may exist for a fi rm in a concrete time frame, while there may be countless business models in the same period. Therefore, strategy represents the sum of all business models and their changes within a specifi ed period. Each business model matches the set of functional strategies and their interdependencies, making strategic content in some particular moment, i.e. each business model is actually a bisection of the business strategy or a bisection of a set of functional strategies in one concrete moment. This specifi c contribution can be understood only if one takes an appropriate viewpoint of the process of strategy formation, namely the reactive perspective.