It is determined that in the modern context, the successful digital business development needs to adapt to changes in the macro- and micro- climate, which are reflected in the permanent rational updating and/or reconfiguration of the business model. According to this the purposes of the article are to justify the expedience of the business model reconfiguring into the transitive one for digital business; and to develop and interpret the reconfiguration mechanism, taking into account the relevant focus areas of the structural blocks of the business model construct. Based on the results of research and analysis of fundamental scientific works, it is identified four approaches to the interpretation of the business model essence: 1) representative (emphasis – content) 2) functional (emphasis – functioning features and specific functions performance); 3) pragmatic (emphasis – practical results) 4) systemic (emphasis – internal and external relationships). The comparative analysis of these approaches is carried out. The contribution of scientists regarding the creation of value in the business model development is investigated. The lack of scientific analysis of the relationship between the structural blocks of the business model is established. The absence of a unified business model of digital business is identified. This is explained by the functioning of enterprises in various sectors of the economy, as well as the nature and scale of their activities, its management structure, strategic goals and current tasks. The expedience of the business model reconfiguration into the transitive one is justified for the successful digital business development. The five consequential apriority stages, that precede reconfiguring the business model of the digital business into the transitive one, are justified. The focus areas of the structural blocks of the business model construct are interpreted. The business model reconfiguration into the transitive one for digital business guarantees its relevance in the digital economy and demonstrates its strategic value.
Keywords: digital business, business model, business model reconfiguration, transitive business model.