Business Models and Competitive Advantage

Firms in the emerging markets are striving to gain sustainable competitive advantage. There is a strong relationship between the business models and the competitive advantage. An effective business model is a combination of deliberate alignment of resources and capabilities to strike competitive advantage. This paper makes an attempt to study business models from the emerging markets and emphasizes on emergence of multiple business models employed by the firms. It employs multiple case studies which are developed in different time periods. It is understood that the choices which firms make in selecting the components of business models determines the success. Firms with multiple business models demonstrated higher chances of gaining competitive advantage. (C) 2016 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).