Jarmila Straková

Faculty of Corporate Strategy, Institute of Technology and Business in Ceske Budejovice,

Czech Republic

4090@mail.vstecb.cz

ORCID 0000-0002-3048-3467

Creating a business model in the context of changes in the macro environment

Milan Talíř

Faculty of Business and Management, Brno University of Technology, Czech Republic

22589@mail.vstecb.cz

ORCID 0000-0002-6510-1297

Jan Váchal

Faculty of Corporate Strategy, Institute of Technology and Business in Ceske Budejovice,

Czech Republic

4027@mail.vstecb.cz

ORCID 0000-0002-3048-3467

Ján Dobrovič

College of International Bussines ISM, Prešov, Slovakia 

jan.dobrovic1@gmail.com

ORCID 0000-0003-0734-4191

Bálint Filep

Széchenyi István University, Győr, Hungary

filep.balint@sze.hu

ORCID 0000-0003-3955-6818

Abstract. In recent decades, the development of product-profit corporate business models has emerged as a significant topic of interest for corporate managers and academics. This paper examines the creation of product-profit corporate business models in a specific industry during a crisis period. The study sample comprised over 260 companies over 2021 and 2022. The research employed correlation analysis, one-criteria ANOVA, and Dimensional Analysis to test four hypotheses. The research results showed that the components of the corporate environment (microenvironment, meso-environment, and macro-environment) are interconnected. The significance of the meso-environment in generating business models was confirmed, highlighting its impact on competitiveness and profitability. The findings indicated a shift in the conceptualization of business models based on corporate margin creation. Economic, political-legal, and technical-technological factors were found to play increasingly important roles. The study also disproved the hypothesis regarding the time dimension in corporate or business strategy innovation. Corporate practice has reduced the time intervals for innovation from years to the current timeframe of months. This suggests a disconnect between corporate practice and scientific research in business model projection. Overall, this article addresses the scientific knowledge deficit surrounding specific business models for individual industries. It provides insights into effective business model projection and implementation strategies sought by business managers.

Received: February, 2024

1st Revision: January, 2025

Accepted: March, 2025

DOI: 10.14254/2071-8330.2025/18-1/16

JEL Classification: M11, M21, O14

Keywords: corporate strategy, business strategy, business model, corporate environment, crisis manager, competitiveness