Investigating the Role of Generative AI in Business Model Reinvention: A Conceptual Model for Technology-Driven Firms in Iran
Hamed Aramesh · DOAJ Open Access Articles
Purpose: This study aims to identify the drivers, dimensions, and outcomes of business model reinvention under the influence of generative artificial intelligence (GenAI) and to present a conceptual model for technology-driven firms in Iran.Methodology: Adopting a qualitative approach, this research employed thematic analysis. Data were collected through sem…