STRATEGY VS. BUSINESS MODEL: EVOLUTION AND DIFFERENTIATION
The paper offers an overview of the trends and patterns behind researchers’ focus shifting from strategies to business models in the sphere of management. Methodologically, the study rests on the set of traditional theories included in the strategic management paradigm, as well as the concepts of business models and platform economy. The authors examine various standpoints on the correlation between the terms “strategy” and “business model” in management and trace the genesis and prerequisites for the emergence of theoretical foundations that underlied business management in the 20th-21st centuries. We identify a number of factors behind the transition to a short-term model of company management. The paper demonstrates that a shift in the basic analytical management construct is due to heterogeneous elements of organization management, transformation of management logic “from the present to the future”, the inclusion of microenvironment in the business ecosystem, etc. The research results can be of use in further empirical studies and in devising the methodological approaches to the development of relevant management tools based on the concept of business models.