Opening up Legacy Business Models - A single-case study of a Norwegian electricity retailer

Abstract

Industry convergence, defined as the blurring of boundaries between industries by converging value propositions, technologies and markets is a frequent phenomenon in modern economy and entails profound challenges for firms as knowledge imperatives and associated sources of competitive advantages become hard to detect and obtain. A new and more open mode of innovation becomes imperative as knowledge transcends industry boundaries. This paper explores how an established firm in a mature industry strategize to partake in industry convergence. Findings suggest that the firm have innovated its business model from relatively closed to open by employing principles of open innovation. Finally, the paper shed light on critical issues firms should address facing industry convergence. In particular, understanding the competitive consequences of divisional and integrated innovation labour and consumer trends in terms of fusion of demand in industry convergence should serve as part of the strategic formulation process.