Business model innovation: a marketing ecosystem view
| Autor: | Thomas S. Robertson |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Digital marketing Product innovation business.industry 05 social sciences Marketing strategy Industrialization of services business model Marketing management New business development Business marketing 0502 economics and business 050211 marketing Business Marketing research 050203 business & management |
| Zdroj: | AMS Review. 7:90-100 |
| ISSN: | 1869-8182 1869-814X |
| DOI: | 10.1007/s13162-017-0101-z |
| Popis: | Innovation in marketing has focused on products and services and paid scant attention to business models. Yet there is an argument that business model innovation can sometimes have greater long run success than product innovation and that it is harder for competitors to emulate. In this review we examine the extant literature on business model innovation—primarily in adjacent academic fields—and suggest that marketing variables and methods play an essential role in conceptualizing the field. In order to stimulate further thinking in marketing, we propose an ecosystem of business model innovation and offer a set of research questions. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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