Theorising in the business model domain: Some pathways to pursue

During the past quarter of a century the academic business and management literature has placed an increased premium on incorporating theory within contributions to it. Coincidentally this is the same time period during which the study of the business model domain has occurred. For the most part, despite an evident richness of content and practical utility, the evolving business model literature has exhibited a relatively limited focus on matters of theory. The purpose of this short paper is to identify several directions that colleagues attracted to addressing the current theory-lite nature of the business model domain might consider exploring. Much of the thinking underlying the paper emanates from the realms of the social sciences rather than the more familiar natural sciences. The paper reflects the authors' respective journeys to the business model domain together with their continuing work both within and beyond it.