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Business model innovation: a marketing ecosystem view

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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.

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  1. The Wharton School of the University of Pennsylvania, 3730 Walnut Street, 769 Jon M. Huntsman Hall, Philadelphia, PA, 19014, USA

    Thomas S. Robertson

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  1. Thomas S. Robertson
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Correspondence to Thomas S. Robertson.

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Robertson, T.S. Business model innovation: a marketing ecosystem view. AMS Rev 7, 90–100 (2017). https://doi.org/10.1007/s13162-017-0101-z

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