Pivoting business model is a major concern for business ventures that need to bring into line their business model with various constrains and opportunities. This article develops a sensemaking perspective on pivoting business model. We show that pivoting business model unfolds through a two-stroke sensemaking process that sequentially addresses the external and the internal consistency of business model. We provide a model of pivoting business model that stresses that pivoting is not only an iteration of tentative new answer to external expectations, but can also be considered as a cyclical process that continuously re-addresses the external and internal logic of the business venture through interactions with stakeholders.
