Business models: Impact on business markets and opportunities for marketing research |
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Authors: | Michael Ehret Vishal Kashyap Jochen Wirtz |
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Affiliation: | 1. Nottingham Business School, Nottingham Trent University, Burton Street, NG1 4BU Nottingham, United Kingdom;2. Williams College of Business, Xavier University, 312 Hailstones Hall, 3800 Victory Parkway, Cincinnati, OH 45207-3214, United States;3. National University of Singapore, Singapore |
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Abstract: | Business models have evolved in the context of new venture creation. By offering an entrepreneurial perspective to established marketing elements such as value propositions, value capturing and value networks, business models provide marketing discipline with both challenges and opportunities to engage with entrepreneurial environments. In particular, business models call for approaches that elucidate value-in-use of marketing offerings, reveal the performance of contracts in orchestrating value networks and identify the performance of network configurations. In this article we present some implications of and opportunities for business models for marketing research. |
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Keywords: | Business models Industrial marketing Entrepreneurial marketing Technology marketing Contracting research |
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