Motivations and Paths of Sustainability Business Model Innovation for MCN Organizations

Abstract

After an explosive growth phase, MCNs (MCN means Multi-Channel Network) are in urgent need of sustainable business model innovation. The motivation can be divided into two parts: endogenous factors are the agencies' initiatives for business model innovation due to their own technology and capital accumulation, while exogenous factors refer to the external conditions forcing MCNs to carry out sustainable business model innovation. The path to sustainable business model innovation for MCNs can be achieved by embedding corporate social responsibility in the business model of MCNs, focusing on users to achieve value co-creation, and empowerment through technology.