Business model shifts: a case study on firms that apply high technology to cultural goods

Business models (BMs) in high-tech industries are analysed from a dynamic point of view in the context of cultural goods. Despite the increased interest in BMs, there is still a gap in terms of the generally accepted definition and of how BMs are analysed within an integrated framework. The aim of this paper is twofold: to provide a theoretical framework to understand BMs and how they change over time, and an empirical investigation of the characteristics of firms that apply high technology to cultural goods (HTCGs). Having defined what an HTCG firm is, within- and cross-case analyses are carried out on 30 firms that operate in the field of the cultural goods in Tuscany (Italy). The results showed interesting patterns of evolution of BMs, thus providing useful insights into the unexplored field of HTCGs.