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Improving the performance of business models with relationship marketing efforts – An entrepreneurial perspective

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  • Brettel, Malte
  • Strese, Steffen
  • Flatten, Tessa C.

Abstract

Business model design in this work refers to the architecture of a firm’s boundary-spanning transactions with other business model participants. The study at hand addresses calls of prior research by developing and testing a theoretical model that integrates relationship marketing into the theory of business model design with respect to the requirements of entrepreneurial ventures in the early stage of the organizational life cycle. The analysis of large-scale survey data demonstrates that the entrepreneurial venture’s performance of efficiency-centered business models increases with larger relationship marketing efforts (i.e., relationship-specific investments) towards a company’s key customers. In contrast, the performance of novelty-centered business models increases with a lower degree of such marketing efforts.

Suggested Citation

  • Brettel, Malte & Strese, Steffen & Flatten, Tessa C., 2012. "Improving the performance of business models with relationship marketing efforts – An entrepreneurial perspective," European Management Journal, Elsevier, vol. 30(2), pages 85-98.
  • Handle: RePEc:eee:eurman:v:30:y:2012:i:2:p:85-98
    DOI: 10.1016/j.emj.2011.11.003
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    Cited by:

    1. Kalanit Efrat & Shaked Gilboa, 2020. "Relationship approach to crowdfunding: how creators and supporters interaction enhances projects’ success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 899-911, December.
    2. Baoliang Hu & Tao Zhang & Shuai Yan, 2020. "How Corporate Social Responsibility Influences Business Model Innovation: The Mediating Role of Organizational Legitimacy," Sustainability, MDPI, Open Access Journal, vol. 12(7), pages 1-18, March.
    3. Yue Zhang & Shukuan Zhao & Xiaobo Xu, 2016. "Business model innovation: an integrated approach based on elements and functions," Information Technology and Management, Springer, vol. 17(3), pages 303-310, September.
    4. Guo, Jingjing & Zhou, Shasha & Chen, Jin & Chen, Qi, 2021. "How information technology capability and knowledge integration capability interact to affect business model design:A polynomial regression with response surface analysis," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    5. James M. Bloodgood & Jeffrey S. Hornsby & Matthew Rutherford & Richard G. McFarland, 0. "The role of network density and betweenness centrality in diffusing new venture legitimacy: an epidemiological approach," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-28.
    6. Strese, Steffen & Gebhard, Philipp & Feierabend, David & Brettel, Malte, 2018. "Entrepreneurs' perceived exit performance: Conceptualization and scale development," Journal of Business Venturing, Elsevier, vol. 33(3), pages 351-370.
    7. Hu, Baoliang, 2014. "Linking business models with technological innovation performance through organizational learning," European Management Journal, Elsevier, vol. 32(4), pages 587-595.
    8. Bouwman, Harry & de Reuver, Mark & Nikou, Shahrokh, 2017. "The impact of Digitalization on Business Models: How IT Artefacts, Social Media, and Big Data Force Firms to Innovate Their Business Model," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168475, International Telecommunications Society (ITS).
    9. Firman Jatnika & Nury Effendi & Erie Febrian & Mokhamad Anwar, 2019. "Determinants of Business Models Innovation of Islamic Bank in Indonesia," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 64-82.
    10. Esben Rahbek Gjerdrum Pedersen & Wencke Gwozdz & Kerli Kant Hvass, 2018. "Exploring the Relationship Between Business Model Innovation, Corporate Sustainability, and Organisational Values within the Fashion Industry," Journal of Business Ethics, Springer, vol. 149(2), pages 267-284, May.
    11. Kulins, Christopher & Leonardy, Hannes & Weber, Christiana, 2016. "A configurational approach in business model design," Journal of Business Research, Elsevier, vol. 69(4), pages 1437-1441.
    12. Amel Attour & Thierry Burger-Helmchen, 2014. "Écosystèmes et modèles d'affaires : introduction," Revue d'économie industrielle, De Boeck Université, vol. 0(2), pages 11-25.
    13. Mark Loon & Roy Chik, 2019. "Efficiency-centered, innovation-enabling business models of high tech SMEs: Evidence from Hong Kong," Asia Pacific Journal of Management, Springer, vol. 36(1), pages 87-111, March.
    14. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, Open Access Journal, vol. 12(17), pages 1-14, August.
    15. Yuan Ma & Qiyue Yin & Yajun Pan & Wei Cui & Baogui Xin & Ziqian Rao, 2018. "Green Product Innovation and Firm Performance: Assessing the Moderating Effect of Novelty-Centered and Efficiency-Centered Business Model Design," Sustainability, MDPI, Open Access Journal, vol. 10(6), pages 1-13, June.
    16. Min-Ren Yan & Chun-Han Wang & Nelson Jose Cruz Flores & Ying-Yueh Su, 2019. "Targeting Open Market with Strategic Business Innovations: A Case Study of Growth Dynamics in Essential Oil and Aromatherapy Industry," Journal of Open Innovation: Technology, Market, and Complexity, MDPI, Open Access Journal, vol. 5(1), pages 1-11, February.
    17. Latifi, Mohammad-Ali & Nikou, Shahrokh & Bouwman, Harry, 2021. "Business model innovation and firm performance: Exploring causal mechanisms in SMEs," Technovation, Elsevier, vol. 107(C).
    18. James M. Bloodgood & Jeffrey S. Hornsby & Matthew Rutherford & Richard G. McFarland, 2017. "The role of network density and betweenness centrality in diffusing new venture legitimacy: an epidemiological approach," International Entrepreneurship and Management Journal, Springer, vol. 13(2), pages 525-552, June.
    19. Slawomir Czarniewski, 2014. "Corporate Social Responsibility as Value for the Customer," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(4), pages 136-142, October.
    20. Costa Climent, Ricardo & Haftor, Darek M., 2021. "Value creation through the evolution of business model themes," Journal of Business Research, Elsevier, vol. 122(C), pages 353-361.
    21. Amel Attour & Thierry Burger-Helmchen, 2014. "Écosystèmes et modèles d'affaires," Post-Print hal-02153063, HAL.
    22. Belussi, Fiorenza & Orsi, Luigi & Savarese, Maria, 2019. "Mapping Business Model Research: A Document Bibliometric Analysis," Scandinavian Journal of Management, Elsevier, vol. 35(3).
    23. Fereshte Mohamadi & Mohammad Reza Dalvi, 2014. "Investigating the Impact of Relationship Marketing on Improvement of Company's Performance according to Brettel et al model (Case Study: Companies in Isfahan Science and Technology Town)," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(7), pages 302-315, July.
    24. Hai Guo & Zhongfeng Su & David Ahlstrom, 2016. "Business model innovation: The effects of exploratory orientation, opportunity recognition, and entrepreneurial bricolage in an emerging economy," Asia Pacific Journal of Management, Springer, vol. 33(2), pages 533-549, June.
    25. Kawsar Ahmmed & Shahidul Islam & Nor Azila Mohd. Noor & Khandoker Mahmudur Rahman & Fizar Ahmed, 2019. "Toward a Theoretical Framework of Relationship Marketing in the Business Context," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 209-226.

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