Abstract:
Business model innovation is a catalyst for creating competitive advantage. During the
mid-1900s the lack of good refrigeration led to daily deliveries by the milkman, but improvement
in packaging, affordability of refrigeration, and theft made the milkman obsolete. Although the
milkman is no longer with us, its business model, through innovation could be reinvented as an
online convenience grocer who delivers at the doorstep. A qualitative research design was
employed to investigate the possibilities of this innovation. Results showed that there is a market
for an online convenience grocer. Businesses are increasingly using technology to offer their
products and services. Customers are willing to pay for deliveries because they see the value in
the service. Deliveries create a competitive advantage. The biggest hurdle for the
implementation of this business model is crime; other concerns are the inspection of the quality
of goods before purchasing, packaging, and times of delivery because of availability of
customers.
