Investigating business model innovation in haute cuisine. Role and behavior of chef-entrepreneurs

This study analyzes the motivations and mechanisms that chef-entrepreneurs use to innovate their business model. Specifically, the paper adopts an in-depth case study approach for investigating how the Italian chef Romito innovates his BM over time. This research highlights and discusses the four motivations (creative freedom, reputation, legitimation, need to grow) and mechanisms (strategic thinking, standardization, co-operation, internationalization) along which the BM develops. Our findings contribute to the literature on creative industry, offering novel insights on the approaches adopted by creative entrepreneurs to compete over time. Indeed, these elements provide us clues to understand how creative firms can explore unfamiliar territories innovating their BM. Indeed, our results suggest that top chefs generally engage in entrepreneurship in order to innovate without restrictions and maximize their reputation for greater profits. This study is expected to provide useful insights in both theoretical and practical perspectives regarding the strategic decision-making approach leveraged by chefs.