What to expect from such changes? The business model reconfiguration and the dilemma for business evolution

This case is a fictional narrative based on a real case experienced by the authors throughout their professional career. The Alpha Company (fictitious business name) has been operating in the furniture sector since 2006. In 2015, Alpha's managers faced a great dilemma regarding technology adoption and the transformation of the organization's business model to meet the demands of its customers and increase the company's profitability. The case describes the organizational trajectory of the company, showing the reconfiguration of its business model over the years and the dilemma experienced by managers. At a certain point in the organizational trajectory, the business's evolution and growth depend on an important decision regarding the organizational processes. The primary focus of this case is on business models, including strategic decisions and technological changes. Appropriate theories on business models are drawn from the literature to discuss and address these issues. This case was written for use in classes on organizational strategies and strategic planning at the undergraduate level. The focus of the case aligns well with discussions of business models, strategic decisions, innovation, and technological changes.