Business models are around for over decade. The questions of the dynamisms emerged recently in the litterature with regards of the business model lifecycles, portfolio of business model. Our research aims to track how the same business model changes in the different velocity environment, what are the mechanism and components of such changes? The business models are not static, it results in the facts that some firms do survive and prosper over time. It is specifically true for companies with iconic business models that have the abilities to overcome successfully the environmental transitions and sustain the competitive advantages. Current research expects to come up with the ideas regarding the evolution of of a business model (using the case study of Mcdonald’s in different countries) under different velocity regimes, using the multi-dimensional concept of the environment. The research would be done on a basis of case study of a country model evolution from the introduction of McDonald’s on, with thesemi-coducted interviews of stake holders and archival datas. The work is still in progress, as we have proceeded so far with Ukraine case only. The results show the existing relationship between the environmental velocity and degree of changes in business model, and give hints for the continuation of research in presumaebly different velocity countries.
