CHANGING IN REVENUE MODELS IN VUCA ENVIRONMENT

Abstract

The purpose of this report is to preset the changes that are being undertaken in the revenue models by companies in response to the conditions formed by VUCA environment. Depending on product variety, used distribution channels, pricing policy, and the speed of conversion of resources and costs into income (receipt), different revenue models are determined. Key concepts which are referred here directly to the revenue models are segmentation strategy, revenue sources, and revenue streams. The report presents the impact that a VUCA environment during the period of successive COVID waves had on the companies’ revenue models and their ability to generate profitable income. It also examines the actions companies undertook to exploit the opportunities and minimize threats in the short-term period and to face challenges in the medium and long term. The empirical results presented in the report are based on two studies carried out by SRC "Innovations and Competitiveness" (U2B) at UNWE in the period March 2020-March 2021.