Exploring a Firm’s Improvisation Process of business model transformation— A Case of Taiwan Taxi

Faced with constant changes in various aspects, coming from environmental, industrial, consumer, and internal fronts, an enterprise must adjust its business model accordingly in order to create advantages. However, each firm at different stages encounters different situations, owns different resources, and possesses different capabilities. Therefore, its transformation process will not always remain the same. Moreover, transformation cannot be achieved in one step, but has to be accomplished through continuous learning and correction during the process. Thus, the notion of improvisation provides a suitable concept to investigate such a transformation process. The theme of this research is to study the transformation process of an enterprise’s business model from the perspective of improvisation. The method of our research was by means of case study. We chose Taiwan Taxi as the object of analysis. Data concerning the transformation of its business model were compiled from the literature and through interviews. An improvisation scenario was constructed, described and examined in detail. The conclusion of the discussion focused on whether integration was obtained between the original core business and the transformed parts. The results show that when an enterprise undergoes business model transformation, it indeed will meet obstacles and challenges, unable to reach goals at one stroke. Nevertheless, the enterprise can develop improvisation in the process to reduce threats and overcome difficulties. The enterprise may take different improvisations at distinct stages, but it can proceed towards an ultimate synergy of the core business and the transformed parts for greatest benefits. It is our hope that this research can be of help as a reference and example to future enterprises with their business model transformation.