Abstract
Many existing studies have investigated the relationship between business model innovation (hereafter BMI) and managerial cognition. Although those studies are contributed to our theoretical and practical understanding of the role of managerial cognition on BMI, they have been suffered from the limitations in explaining the mechanism of how managerial cognition on industry recipe and identity influences the selection between architectural and modular BMI. In order to understand the current development and research gaps, this study reviewed existing studies on the integrative approach of literature review. It presents the results of literature review: relationship between industry recipe and BMI; relationship between organizational identity and BMI. The conclusion contains the implications.