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Exploring and extending a collective open business model

Author

Listed:
  • Annette Popp Tower

    (The University of Tennessee)

  • Charles H. Noble

    (The University of Tennessee)

Abstract

Marketing research has paid scant attention to the notion of business models. This is surprising, considering that at the center of marketing is often the notion of creating a value proposition, one of the key components of business models. This paper identifies an emerging form of business model, which we term collective open business model, based on the concept of interdependent consumer collectives. We define an interdependent consumer collective as a group of consumers who benefit from resource complementarities in the pursuit of achieving a superior consumption experience. Grounded in interdependence theory, this paper conceptualizes the dynamics within the interdependent consumer collective which in turn influences the value creation, value delivery and value appropriation components of a collective open business model. Several unique attributes of a collective open business model are highlighted and future directions for research are discussed.

Suggested Citation

  • 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.
  • Handle: RePEc:spr:amsrev:v:7:y:2017:i:3:d:10.1007_s13162-017-0105-8
    DOI: 10.1007/s13162-017-0105-8
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    References listed on IDEAS

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    Cited by:

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    2. 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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