Towards Sustainable Business Model Innovation for the Pharmaceutical Industry

This study examines pharmaceutical companies in the context of BMI. The purpose is to develop an SBM for the pharmaceutical industry and then to validate the causal relationships of the variables in such a business model. This study used purposive sampling by issuing questionnaires to 12 companies. The research consisted of the following four studies: Study 1: construction of dimension conceptualization. The conceptualization of BMI consists of three dimensions, i.e., technological, social, and organizational. Study 2 and study 3 are about process development and the construction of a unique BM. Study 2 explores the evolution of innovations in an SBM on the basis of a balance scorecard. Study 3 develops a unique SBM by referring to a focus group comprised of senior executives. Study 4: model validation. This stage is about the synthesis of research frameworks in the literature on BMI and an empirical study on the causal relationships in the context of SBMI