Results

Chapter
Part of the Business, Economics, and Law book series (BEAL)

Abstract

Following the description of how the data was analysed the results will be presented, interpreted and evaluated in this chapter. Firstly, the interviewees and their companies will be discussed (anonymised) in terms of function/job title in the company and company size. Then each core category from the business model canvas will be presented. Additionally, code schemes, which were not covered by the core categories, but grounded in the data are presented. This is followed by a presentation of the findings. Finally, an adaption of the business model canvas will be presented as a tentative model to answer the research question.

Keywords

Manifold Marketing 

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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.FrankfurtGermany

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