Multi-business models strategy and disruption. Carrefour’s conquest of the organic market
This article explores how an incumbent firm pilots several business models (BM) in a disruption process to take advantage on market. We show that a BM portfolio helps an incumbent to challenge a disruption, and how the strategic management of this portfolio facilitates the conquest of a mass market. The research is based on a longitudinal case study focused on the food retailer Carrefour’s strategy in the French organic food market.