Business models in the business-to-business and business-to-consumer worlds – what can each world learn from the other?

In: The journal of business & industrial marketing, Band 31, Heft 8, S. 943-954

Abstract

PurposeThe purpose of this research is to identify how managers can apply the results of academic research into the concept of business models for creating and evaluating possible models for their businesses.Design/methodology/approachA review of the literature is followed by two case studies, from the airline and logistics industries, followed by recommendations based on both.FindingsThe findings are that there is relatively weak consensus among academics as to the definition and meaning of a business model and its components, and that the notion of generic business model applies better within rather than between industries, but that the discussion is a very fertile one for developing recommendations for managers.Practical implicationsThe managerial implications of the study are that in their planning and strategizing, managers should factor in a proper analysis of the business model they currently use and one that they could use.Originality/valueThe study provides a useful addition to the literature on the practical implications of business models.