A Microfoundation Perspective on Business Model Innovation: The Cases of Roblox and Meta in Metaverse

This article investigates the microfoundations of business model innovation (BMI) by unveiling the main micro factors explaining macro variables that in turn influence innovation in value creation and capture mechanisms of firms’ business models (BMs). Specifically, through the analysis of two companies innovating their BMs in metaverse setting (i.e., Roblox and Meta), the article provides and discusses a model bridging macro variables and micro factors. Indeed, first the model illustrates macro variables influencing innovation in value creation (i.e., technological infrastructure and knowledge management) and in value capture (i.e., stakeholders readiness and stimulation of interest). Second, the model clarifies how each of these macro variables is explained by two types of microfoundations, as individual microfoundations, pertaining with skills and actions of individuals, and relational microfoundations, relative to relationships among individuals. Our findings contribute to both BMI and microfoundation literature, by assessing, on the one hand, the macro variables driving innovation in value creation and value capture, and, on the other hand, the micro factors explaining such innovation. Moreover, the article suggests managers how to intervene on specific micro factors to drive the macro-level outcome of BMI.