Munich case, some decisions make great stories: Business Model innovation by means of Social Media

Abstract

The main objective of this article is to identify how Social Media influences the way the business is managed and/or innovated. To evaluate this Business Model Innovation we have conducted a case study that assesses how strategic choices made by managers, due to the implementation of Social Media, influences Business Model Innovation. The contribution of this article throughout the company’s history, Munich case, allows us to see how Munich’s Business Model has been innovated, and how Social Media have influenced this change.