Mid Sweden University

The purpose of this research is to examine the impact of the three particular commitment components: affective, calculative and normative but also the effect of commitment as one component in innovative business models. The purpose is further on, to examine how the components shared values and relationship values affect the commitment components. The gained knowledge from this research aims to contribute an approach for the complexity regarding business models. The research study was empirically collected by analyzing thedata from 125 Swedish start-up companies to illustrate their relationship with their most valuable business client from a dyadic perspective. Parts of our findings support that affective commitment is the most essential commitment component in value creation and value capture. The other commitment components are however essential in relationship, and they can lead toeach other. Commitment is indicated to affect business models positively. The research is however limited measuring only a few aspects of innovative business model but is aimed to receive an overview to aid firms to know what areas to focus