Paper info: Markets, Business Models and the Growth of the Firm
Markets, Business Models and the Growth of the Firm
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
The business press is full of examples of how firms use business models to identify and frame or reshape new markets. Yet to-date our understanding of how business models affect market-making has not received much consideration by the marketing literature. This papers sets out to explore the use of business models in market-making through an assimilation of the business model and market-making literatures and the examination of an illustrative case heralded in the media as the 'way forward for market making' - Nintendo. The paper concludes by considering the implications of business models as a tool for market-making and its implications for the way we think about the growth of the firm.