You are here

Oleksandr Shyrokov

DBA Graduate - 2019

Thesis title

Business Model Replication in different environmental velocity contexts


Corine Genet
Amelie Boutinot

Areas of expertise

  • Strategy as Practice

Starting from 2004 until now – Managing Director TBWA Ukraine (advertising creative agency)


  • Network Client management (both day-to-day and strategy),
  • Financial management (forecasts, re-forecasts, P&L, profitability, cash-flow, reporting to network),
  • Major pitches (Nissan, Crimean Vodka company, BNPP Ukrsibbank, Visa, SABMiller, Ukraine International Airlines, McDonald’s)
  • Increased the share of Local Business to 35% (by more than 1,5 mio USD In 2 years)
  • HR activity (all the staff selection), talent managmenet
  • Strategy development for local Clients (Dried Foods, WBD)
  • Development of digital expertise in the Agency (in-house production services)


Starting from 1999 in TBWA:


  • Started in TBWA in 1999 as Henkel Account.
  • Proceeded with the Agency key Client from the company launch till now.
  • Worked on international accounts such as B.A.T. Visa, Henkel.
  • Participated in the key Agency pitches   


  • Worked as CEE account manager for Henkel brands in TBWA\Vienna. 15 countries in coordination, product development participation (Household chemicals)


  • 2003-2004 Supervised all international accounts as Client Service Director: BDF, Henkel, BAT, Akzo Nobel.


Before starting in TBWA worked as the investment and finance analyst for FTTA Luxembourg and Minnesota Power (investment appraisal)


  • FTTA – microcredits research, work-paper preparation for EBRD (joint project). Methodology of borrower situation analysis development
  • Minnesota corp. - work-out of investment analysis of joint venture with Dow corp. regarding the silica (rich) and ferrosilicate plants. Audit of the project. Participation in the sale of ADESA subsidiary (Canada)


1995 – 2001

Kiev National University named after T.G.Shevchenko. Institute for International Relations.

Faculty of International Economic Relations.

Master Degree


1998 – 2000

NANCY 2 University, Nancy, France

DESS (Master of Advanced Studies) diploma in Financial Management in EU

DESE diploma in Economics of EU countries


The main objective of my research was to see how the replication of a business model is realized in the different environmental velocity context. Considering the acceptance of environment in generally as one of the idiosyncratic or unique factors, I wanted to see the way the replication of the same business model is done across different geographies.I have researched the replication of the same business model in 3 countries different environmental velocity regimes. The main results are: 1) Low velocity markets tended to “copy exact” replication and high velocity market to rather “flexible”. 2) The flexible replication occurred on the later stages of the replication, when the copy-exact replication failed. 3) Velocity regimes influenced the decision-making freedom 4) The process of the replication flexibility was inspired by the replica. Local inventions were borrowed later by the template source and integrated when replicating on other markets.During my thesis I have mobilized the multiple case studies, analysis of archival data and semi-structured interviews. I see the contribution of the work for business audience in the considerations to include environmental velocity regimes while proceeding to the replication. High velocity environments may call for immediate flexible approach to replication. The contribution to the academic researches may be seen primarily in 3 ways: 1) The flexible replication may be justified in certain conditions. The exact replication despite seen as more beneficial could lead to failure (Winter & Szulanski, 2001). 2) The flexible approach in the cases of high velocity environments can be instigated not by the template source, but by the replica itself 3) The high velocity environments motivate the higher freedom in decision making, that leads to flexible replication I see the number of limitations in the current research: The sample of the countries is still restricted and can be enlarged to better represent the variety within the company. There is a considerable difficulty in detecting “Patient Zero” or source business model. There is considerable difference in experience/positions of interviewees across the locations. As for the potential topic for further research beyond the inclusion of more countries, representing broader field of a company, a quantitative research could be valuable, to bring more representation to the results. Moreover, the research can include the replication choices in the relationship with the company performance, rather than product as the embodiment of value offer. Keywords: Business models, replication, franchising, environmental velocity