Change by (the Offer of a New) Meaning Innovating business models to support rich brand narratives: the role of dynamic capabilities

Social and cultural meanings, such as authenticity, heritage and local cultures, might play a crucial role in fostering innovation within firms. Changing the meaning of present offer creates new value propositions that ameliorate the competitive position of the firm. Such meaning based innovation process affects the way business models are configured in several ways, depending on the intensity of the innovation brought by new meanings. These innovation processes are supported and activated by dynamic capabilities which play different roles depending on the type of innovation brought be new meanings. These phenomena are investigated using a set of three exploratory case studies.