BUSINESS MODEL CONVERSION IN THE CHANGING CONDITIONS OF BUILDING THE MARKET POSITION OF ENTERPRISES

Purpose: The aim of the study is to understand the business model conversion in enterprises cooperating with market partners by examining the relationship between the implementation of innovative organizational solutions and enhancement of customer and market knowledge. Design/methodology/approach: The empirical research was carried out on the basis of subject literature studies and statistical analysis using Kendall’s rank correlation and Kruskal-Wallis test. The relationship between the implementation of innovative organizational solutions and enhancement of customer and market knowledge in order to understand the business model conversion in enterprises cooperating with market partners was taken into consideration. Findings: The research results suggest that cooperation with market partners is conducive to the business model conversion, which is accompanied by the implementation of innovative organizational solutions and enhancement of customer and market knowledge. Research limitations/implications: The presented research provides reliable information only with certain assumptions and has some limitations that affect the possibility of their empirical application. The limitation of the results obtained is the fact that the research does not take into account macroeconomic, legal, demographic and social factors that may affect the business model conversion in enterprises cooperating with market partners. Practical implications: Strong positive relationships between the implementation of innovative organizational solutions and enhancement of customer and market knowledge is important for the business model conversion and management of enterprises cooperating with market partners. Social implications: The results of the conducted research can have a positive impact on society, because better understanding of customers leads to the creation of products and services better adjusted to real social needs, which can improve the quality of life of consumers and support the development of more inclusive labor markets. Originality/value: The conducted research sheds new light on the perception and understanding of the business model conversion in micro and small enterprises. Thanks to the business model conversion carried out based on innovative operation and customer and market knowledge, micro and small enterprises can respond more effectively to market trends.