MARKETING TOOLS FOR RESEARCHING THE BUSINESS MODEL OF COMPANIES
Journal Title: Бізнес-навігатор - Year 2018, Vol 6, Issue 49
Abstract
Marketing tools for researching the business model of companies. The article defines the role of marketing in the study of the business model, the essence of which is revealed through the concept of value created and provided to the end user. It is proven that a business model is a separate unit of analysis that can be viewed as a system consisting of components, links between them, and dynamic processes within, aimed at creating value for customers. The use of a business model as a unit of analysis in researching the success of a company’s activity makes it possible to understand the process of creating value for a new type of consumer who is looking for goods and services at a value appropriate to his goals and capabilities. The article proposed a scheme for analysing the business model of a company, which consists of the sequential implementation of three stages: identification of the structure of the business model, analysis of the interaction network, analysis of the results of the interaction. The advantage of this approach is that the processes of creating, bringing value to the consumer, generating income are perceived as a single integrated action in the context of the network interaction of the company and its customers, this enables the company to focus on the entire value chain.
Authors and Affiliations
N. V. Shandova, M. V. Ozhgo
Keywords
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