Authors: Benedikte Borgström; Henrik Agndal; Leif-Magnus Jensen; Lianguang Cui; Susanne Hertz; Veronika Pereseina
The concept of a business model is widely used, not least in practitioners’ everyday life. This paper explores a vehicle manufacturer’s business model of total operating economy as a marketing practice in the operation of an existing market and in the attempts to define and create an international market. A research model instruments the empirical part to show a number of instances of a specific business model in order to understand its use. The research model is of calculative frames that make possible insights to marketing processes, and a better understanding of trials for vehicle markets creation and operation is discussed. A business model such as of extended services is co-created by different actors. Any potential trigger point in frame-makers’ evaluation of total operating economy in emerging markets is in relation to its intertwinement with the context. The conceptual understanding builds on business model literature based on sociological assumptions, in order to learn about relational aspects of business models and understand its development.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)