Literature review on the strategic approach of business models

Abstract

This article presents an overview of the literature on strategic approaches of business models. Its objective is to propose a classification to delimit future lines of work that reconcile the different tendencies that the investigations in this area present. The methodology used combines the systematic search with the narrative. The web platform Tree of Science was used to carry out the systematic review, while the narrative search is done through consultation in the main journals that publish on the subject. Seven strategic approaches are identified: prescriptive, cognitive, contextual, learning, cultural, sustainable and integrative. It is concluded that the most consolidated perspectives are prescriptive and learning, followed by contextual and sustainable. The least developed approaches are the cognitive, cultural and integrative, emerging as promising lines of research. The sustainable approach requires additional research, since it is recognized as one of the challenges that businesses face, emerging as a promising line of research.