عنوان انگلیسی مقاله:

Conceptualizing business models in industrial networks

ترجمه عنوان مقاله: مفهوم مدل کسب و کار در شبکه های صنعتی

رشته: فناوری اطاعات، تجارت الکترونیک

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This paper is concerned with business model conceptualizations and outlines a framework for their analysis in industrial networks. A literature review suggests that there is a broad range of current conceptualizations of business models. Analyzing them as they pertain to interaction, business relationships, and industrial networks revealstwo main explanations for their differences: first, they clearly rely on different basic theoretical assumptions, and second, they seem to address two types of business models. We refer to these as firm-centric and network-embedded business models. Based on this distinction, a scheme of analysis at the levels of the firm, relationship and network is suggested for the two types of business models. Business models are challenging froman analytical aswell asmanagerial perspective. Further research on emerging network-embedded business models is suggested.

Keywords: Business models,Business exchange, Interaction, Interfaces,Relationships, Industrial networks

مقدمه مقاله

The starting point for addressing businessmodels, and eventually to write this paper,was thatwewere invited by an automotive OEM to research developing new business models on emerging markets. The many business models identified in the literature spurred our interest in how they can be conceptualized to capture industrial network phenomena, and thus how they can be based on theoretical assumptions of interdependence among interacting firms. Modelling business activity has always been a key concern for IMP scholars. The interaction model (Håkansson, 1982), the Activities- Resources-Actors framework (Håkansson, 1987), and the analytical scheme of business relationship development effects (Håkansson & Snehota, 1995) are all models of business in industrial networks. However, “businessmodels”, as a concept, has only recently received interest from researchers that rely on the industrial network approach (see, e.g., Freytag & Clarke, 2012).

According to most scholars, the concept is poorly defined (see, e.g., Chesbrough & Rosenbloom, 2002; Mahadevan, 2000; Morris, Schindehutte, & Allen, 2005; Zott, Amit, & Massa, 2011). Moreover, a common claim is that current business model conceptualizations are not theoretically grounded (Hedman & Kalling, 2003), and that when business model dynamics are concerned there is a need to learn more about “the forces that facilitate and impede constructive adaptation in the elements of an extant business model” (Chesbrough & Rosenbloom, 2002: 552).

According to Mason and Palo (2012) a key limitation of the main body of business model literature is that it creates a description of the firm at a single point in time and that it fails to consider the influence of the business network. Moreover, Mason and Spring (2011) argue that this literature fails to show the power of business models to bring about change in business networks. While most business model conceptualizations focus on the firm vis-à-vis generalized “markets”, Mason and Spring (2011: 1032) note their use in Internet-based businesses in which “firms were being understood from the outset in terms of their position and role in business networks”.

Coombes and Nicholson (2013) note that business models have received very little attention from marketing scholars. In particular, they suggest that the IMP Group’s focus on interaction and networks could make distinctive contributions to the literature: “The focus within that perspective on the embeddedness of action and relationships across time also offers the potential to develop dynamic open-businessmodels that evolve over time and which are not fixed and static entities…” (Coombes & Nicholson, 2013: 663). In this paper, we inquire further into the notion of “open” business models and how it relates to interaction, business relationships and industrial networks.

Two types of business models are identified: firm-centric and network-embedded. This distinction, together with differences in basic theoretical assumptions, may explain some of the variety among the approaches to the business model concept. Moreover, we inquire into the meaning of “open ends” and suggest that these are relying on interaction between various parties.We conclude that analysis of interaction is vital for the understanding and development of both kinds of business models.

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