Markets, business models and growth of the firm.

Mason, Katy J. (2008) Markets, business models and growth of the firm. In: The 24th IMP Conference Studies on Business Interaction – Consequences for Business in Theory and Business in Practices, Thursday 4th September – Saturday 6th September 2008, Uppsala University.

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Abstract

The business press is full of examples of how firms use business models to identify and frame or reshape new markets. Yet to-date our understanding of how business models affect market-making has not received much consideration by the marketing literature. This papers sets out to explore the use of business models in market-making through an assimilation of the business model and market-making literatures and the examination of an illustrative case heralded in the media as the ‘way forward for market making’ – Nintendo. The paper concludes by considering the implications of business models as a tool for market-making and its implications for the way we think about the growth of the firm.