In recent years, new technologies have led to disruption and change within most industries, resulting in the emergence of digitally-born start-ups. The purpose of this thesis is to complement the scarce theory about what the drivers of business model adaptation in start-ups consist of and how the adaptation process is managed to stay competitive. The findings not only provide theoretical contributions, but can also help managers to steer their start-upsthrough the growth phase.The research is set within the realms of business model theory in the strategic management field. An exploratory study with a qualitative, inductive approach was chosen to gain insights into the business model dynamics of nine firms from the fintech and healthtech industries.The results showed that foreign market adaptation, industry dynamics, funding, and legislation are perceived challenges, whereas legislation and exogenous shocks are opportunities that drive business model adaptation in start-ups. The business model elements of strategic decision-making, resources and capabilities, and network and partners were found to be integral to the adaptation process, as their core components not only need to be adapted to the environment but also aligned with each other. Those components should be revised in an iterative trial-and-error process driven by feedback.

The so-called digital economy has been growing exponentially in the emerging economies and it is expected to continue growing around the globe. For this reason, many governments are funding support programmes (e.g. Start-up America in the USA, the UK’s Tech City, and Brazil Startup) to both encourage and facilitate the creation of Digital Start-ups (DSs), defined here as recentlycreated enterprises that produce solely digital products or services. Whilst in some regions there is some evidence that these efforts are starting to pay off, the majority of DSs that have grown to become global digital enterprises remain concentrated in the United States and Europe. In the case of Latin America, the digital economy already accounts for between 2-3.2% of GDP. Nonetheless, most e-commerce transactions occur through platforms based in the United States, with a scarcity of examples of Latin American DSs (LADSs) that have grown to become large digital firms. Despite this, the literature has paid little attention to the relationship that exists between the institutional environment and LADS’s agency. The few extant studies that do exist have focused on either institutional or infrastructure constraints and public policies, or business models and resource analysis. To address this knowledge gap, this research studied LADSs in the four largest Latin American countries (Brazil, Mexico, Argentina, and Colombia), representing three-quarters of the region’s GDP, in order to answer the following questions: How do environmental pressures influence the development of LADSs? How do LADSs respond to these pressures and seize potential business opportunities? The research followed a critical realist philosophical foundation and was operationalised through a qualitative exploratory field study of forty organisations, including DSs, accelerators, investors, government agencies, and not-for-profits. Geel’s (2014) Triple Embeddedness Framework (TEF) was chosen as the theoretical framework to guide this research and integrates constructs from the Lean Start-up method (LSM), which was widely adopted by the LADSs to develop their business models. This study provides empirical support for the constructs outlined in the TEF, identifies crucial shortcomings in LSM, and uncovers new constructs that are necessary to accommodate the DSs’ digital properties, which result in tensions between their embeddedness in the institutional environment, their hybrid embeddedness in a product-sector industry and a digital industry, and their embeddedness in a multi-level organisational field that creates a core-periphery relationship between Latin America and the United States. Therefore, a new framework, entitled DIME, is proposed to assist e-entrepreneurs when developing digital business models to achieve the right firm-environment-fit in Latin America. The findings of this study will also contribute to future research, and to guide policy makers interested in fostering the development of the digital economy in emerging economies.