THEORETICAL FOUNDATIONS FOR THE DEVELOPMENT OF AN ADAPTIVE BUSINESS MODEL FOR ENTERPRISES IN THE ELECTRONIC COMMUNICATIONS SECTOR IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

This article examines the
theoretical foundations for developing an adaptive business model for enterprises in the electronic
communications sector in the context of digital transformation. The relevance of this research stems
from changes in the nature of market competition, the development of digital platforms and
business ecosystems, and the need for enterprises to move from the technological modernisation of individual processes to a systemic transformation of the mechanisms for creating, delivering and
monetising value.
The aim of the article is to develop the theoretical foundations for the formation of an adaptive
business model for enterprises in the electronic communications sector. To achieve this aim,
scientific approaches to the interpretation of the business model have been systematised, its key
adaptive properties have been identified, and the author’s definition of the concept has been
substantiated, taking into account the specific nature of the sector’s digital transformation.
The methodological basis of the study comprises systemic and evolutionary approaches, as well
as methods of theoretical generalisation, systematisation, classification, and comparative and
logical analysis.
Based on the findings of the study, academic approaches to the interpretation of the business
model have been systematised, and three dominant strands have been identified: static (structural),
dynamic (process-based) and ecosystem-based (platform-based). It has been demonstrated that the
scope of the business model has expanded progressively - from the structural configuration of an
organisation’s elements to a system of value-creation processes and, subsequently, to a network of
inter-organisational and platform-based interactions. The feasibility of integrating the dynamic and
ecosystem approaches with the concept of dynamic capabilities is substantiated. The key properties
of an adaptive business model are identified: flexibility, reconfigurability, proactivity, modularity
and data-centricity. The authors propose an original interpretation of the adaptive business model
for an enterprise in the electronic communications sector as a dynamic, multi-level architecture for
value creation and monetisation, endowed with the ability to purposefully reconfigure
infrastructure, technological and service components in response to market changes.
The scientific novelty of the results lies in the deepening of the theoretical approach to the
formation of an adaptive business model, where adaptability is viewed not as a situational reaction
to external stimuli, but as an intrinsic property of the business model’s architecture. The findings
provide a theoretical basis for the development of a methodological toolkit for assessing the
adaptability, digital maturity and adaptive potential of enterprises in the sector.
Keywords: business model, adaptive business model, digital transformation, electronic
communications, dynamic capabilities, digital ecosystem, adaptability, reconfiguration, value
creation. 

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