Business model innovation: a marketing ecosystem view

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 ex...

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Bibliographic Details
Published in:AMS review 2017-12, Vol.7 (3-4), p.90-100
Main Author: Robertson, Thomas S.
Format: Article
Language:English
Subjects:
Automobiles
Business and Management
Business models
Competitive advantage
Consumers
Ecosystems
Electric vehicles
Hypothesis testing
Information systems
Innovations
Internet
Market segments
Marketing
Organizational behavior
Organizational change
Research methodology
Social Sciences
Technological change
Theory/Conceptual
Value chain
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Summary: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.
ISSN:1869-814X
1869-8182
DOI:10.1007/s13162-017-0101-z