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Business model innovation: a marketing ecosystem view

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  • Thomas S. Robertson

    (The Wharton School of the University of Pennsylvania)

Abstract

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.

Suggested Citation

  • Thomas S. Robertson, 2017. "Business model innovation: a marketing ecosystem view," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 90-100, December.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:3:d:10.1007_s13162-017-0101-z
    DOI: 10.1007/s13162-017-0101-z
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    References listed on IDEAS

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    Cited by:

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    2. Melanie Bowen & Xiaohan Hannah Wen & Shinhye Kim, 2023. "A lure or a turn-off: social media reactions to business model innovation announcements," Marketing Letters, Springer, vol. 34(1), pages 13-33, March.
    3. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    4. Shinhye Kim & Melanie Bowen & Xiaohan (Hannah) Wen, 2019. "The ultimate co-creation: leveraging customer input in business model innovation," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 339-356, December.
    5. O. C. Ferrell, 2018. "Marketing’s identity crisis: it’s complicated," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 30-38, June.
    6. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    7. Alexander Leischnig & Björn S. Ivens & Nadine Kammerlander, 2017. "A new conceptual lens for marketing: a configurational perspective based on the business model concept," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 138-153, December.
    8. Myriam Ertz & Emine Sarigöllü, 2019. "Assessing the Potential of Sustainable Value Chains in the Collaborative Economy," Sustainability, MDPI, vol. 11(2), pages 1-12, January.
    9. Annette Popp Tower & Charles H. Noble, 2017. "Exploring and extending a collective open business model," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 170-182, December.
    10. Budler, Marko & Župič, Ivan & Trkman, Peter, 2021. "The development of business model research: A bibliometric review," Journal of Business Research, Elsevier, vol. 135(C), pages 480-495.
    11. Hubert Gatignon & Xavier Lecocq & Koen Pauwels & Alina Sorescu, 2017. "A marketing perspective on business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 85-89, December.

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