WINNING THROUGH SPECIALIZATION: THE ROLE OF THE BUSINESS MODEL FOR VALUE CREATION Fabio Neves Rocha MBA (BSP - Business School São Paulo), BS Business Administration (FASP - Faculdades Associadas de São Paulo). Email:fndrocha@yahoo.com Dimária Silva e Meirelles Center for the Applied Social Sciences, Post Graduation Program in Business Administration, Mackenzie Presbyterian University. Email: dmeirelles@gmail.com ABSTRACT This paper presents a case study of a recent venture in the enterprise application software market in Brazil. For the study, this paper reports a discovery journey into a promising consulting company that is experiencing great success and growth, in order to identify its business model and the relation of its business model and its performance. The paper aims to contribute to business model literature by bringing starting-point information that might both provide practitioners with more substance for a broader understanding of technology-based benefit generation, and open an avenue for further research on business model in the software industry. KEYWORDS Business model, value creation, enterprise application software