The reluctant transition from modernistic business model myopia: paradigms, trajectories and the role of generational change

This conceptual paper surfaces the oft-overlooked, yet hegemonic, influence of the modernistic paradigm on the frames of reference of many extant business modelling. Broadly, business models generally concern the ability to understand, predict and create (economic) value. The argument identifies the role of positivism (within umbrella modernism) operating through many models and considers alternative approaches and understandings to a positivistic lens. By way of response the paper points at the Critical Management Studies (CMS) insights. Equally, and in tandem, the paper signals the emergent potent impact and influence of contemporary experiences of, and commentaries on, extremes, generational theory, sustainability and the circular economy as forcing transformation in modernistic habits and thinking regarding business models and, above all, the values underpinning them.