Business transformation from B2C to B2C & B2B: a fintech company case study

Successful business transformation requires companies to cope with serious resource constraints. Despite fruitful research on the factors influencing transformation, how companies achieve transformation remains unclear. This study investigates transformation mechanisms by adopting the resource orchestration perspective and conducting a case study of a fintech company. The findings demonstrate a three-stage model of resource constraints, resource orchestration actions, and resulting capabilities. This study contributes to transformation theory by exploring the transformation process with a focus on resource constraints and actions and the capabilities to respond to the constraints.