Aim/purpose – The aim of the paper is to explore the evolution of business models of
health resort enterprises. The sector is perceived in this research as a case of a particular,
traditional sector based on natural (here: balneological) resources which has been undergoing
significant changes. In addition to the analysis of the evolution of business models,
the purpose was to investigate the role of different categories of resources, e.g. infrastructure
or relational competences, in substituting natural resources in the creation of
business models.
Design/methodology/approach – The exploration was based on a quantitative approach
and survey research. The data gathered through the questionnaire were used in cluster
analysis which adopted the agglomeration (hierarchical) method, i.e. grouping of features
by Ward’s method.
Findings – Business models in the health resort sector in Poland have evolved and the
major change incorporated their shift from business models focused on an idiosyncratic
category of resources, i.e. natural, balneological resources, to business models based on
other categories, like human resources, e.g. employees’ competences, tangible resources
like modern infrastructure or financial resources (for example contracts). The application
of a clustering method facilitated tracing the evolution of business models from various
perspectives, such as the importance of interorganiational cooperation, different value
propositions, and focus on various customer segments. Research implications/limitations – The research implication for management studies
is the recognition and presentation of the categories (archetypes) of business models of
health resort enterprises in Poland as well as the characteristics of the evolution of business
models within the scope of their components. The primary practical implication
from a managerial perspective is to provide the basis for evaluation of opportunities and
threats related to the adopted business model when comparing to the alternatives currently
chosen by competitors. The major limitation of the research is the small sample size.
Originality/value/contribution – The paper presents the results of the original research
conducted among health resort enterprises in Poland. The paper identifies and characterises
various categories (archetypes) of business models of the health resort enterprises in
Poland as well as the evolution of the building blocks of implemented business models.
The study contributes to the discussion on the usefulness of resource-based-view (RBV)
as a theoretical perspective of business model research. The results are consistent with
RBV as well as adhere to competence approach and relational view. From a practical
perspective, they offer a recipe (formula) for managers of health resort enterprises interested
in introducing changes into their business models.
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