WHY THE MARKETING APPROACH IS NECESSARY IN THE RESEARCH OF THE BUSINESS MODEL

Abstract

The concept of business model began to be studied academically in the early 2000s and experienced a dynamic of rapid development until 2010 when many papers were published in the field. After 2010, the concept of business model innovation emerged and its research became a concern for research schools around the world (both in the West and in other parts of the world, in emerging economies). The number of studies in this field in recent years has increased more than 10 times, which indicates an increased attention of the scientific and business community on the issue of research and development of the business model concept. Innovations are considered to be successful offers, recently launched on the market. Previously, innovations referred to products and services and now can also refer to processes, organizational structures or business models as a whole. The main interest of companies participating in the value chain is to make a profit from their interactions with the customer. Consequently, the key role in business model analysis is played by a marketing component that facilitates the search for and delivery of value to the customer. Nowadays, researchers in the field of marketing have begun to give more importance to the field of business models which leads to the conclusion that there are many more compatibility between the two concepts, business model and marketing, than divergences. The marketing approach in the analysis of business models will be a future one for both the academic and the entrepreneurial environment.