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The Research On The Process Of Customer Value Discovery In The Business Model Innovation

Posted on:2016-08-19Degree:DoctorType:Dissertation
Country:ChinaCandidate:X D WangFull Text:PDF
GTID:1109330461977689Subject:Business management
Abstract/Summary:PDF Full Text Request
Recently, business model innovation has become the leading edge issue increasingly, which gets the continuous attention from theoretical and industrial field. Business model innovation is significant not only for the emerging start-ups, but also for the established enterprises in the traditional industries. Through business model innovation, many second tier enterprises in the disadvantaged position surpass the leaders in their industries. Compared with the former leaders, these business model innovation enterprises all have the customer value discovery beyond the industry consensus and improve the customer value greatly. Moreover, different from the established marketing theory followed by the former leader, the customer value discovery practice of business model innovation enterprises has its own uniqueness. Therefore, the customer value discovery process in business model innovation is a special phenomenon to explore. Customer value discovery is the source, origin and primary determinant in business model innovation, which should be the critical issue in marketing research field. However, there are few marketing scholars to devote themselves to business model research, meanwhile, business model scholars regard customer value discovery as default fact and ignore it. Therefore, it is essential to discuss "the customer value discovery process in business model innovation" based on the traditional industry background. This research has both theoretical and practical value, which can enrich theories and explore effective methods on consumer value discovery in marketing field, and guides the traditional industries enterprises to discover, innovate the customer value efficiently and achieve transformation through business model innovation.As an exploratory case study, this research takes the "business model innovation enterprise" in traditional industries and the former leader as the object of comparative case study, focuses on the question of "customer value discovery process in business model innovation". Through the replication logic of comparative multiple case studies and inductive analysis processes of grounded theory, this study aims to find customer value discovery process in business model innovation constitute of three elements including dual marketing-oriented evolution process, edge-customers, MCC process, as well as customer value discovery process in traditional marketing principle made up by sole marketing-oriented evolution process, mainstream-customer, STP process. The conclusions and innovations are as follows.(1) Dual marketing-oriented evolution process is the key of customer value discovery process in business model innovation. The critical difference of customer value discovery process between business model innovation and traditional marketing principle is market-driving orientation. Entrepreneur’s attention has an important influence on the type of enterprise’s market orientation; while enterprise survival crisis is the condition of the adoption of market-driven or market-driving orientation by enterprise. The stronger the survival crisis becomes, the more likely enterprise is to adopt market-driving orientation; the less survival crisis becomes, the more likely enterprise is to employ market-driven orientation. The findings enrich both the business model innovation theory and the existing research in marketing.(2) The edge-customers are the target customer in customer value discovery process of business model innovation. The edge-customers are the sources of unique customer value discovery. The enterprise in business model innovation process gets information from edge-customers to achieve customer value subversion. The findings break through the limitation of over emphasis on mainstream-customers in the conventional marketing principle, and also broaden the vision of customer value discovery in marketing.(3) MCC Process is a different customer value analysis process from STP. In the analysis process step of customer value discovery, the business model innovation enterprise selects target customer and defines customer value through MCC process including multilateraling customers, market coupling, and customer value clustering, the logical assumptions behind the MCC process are the complementary of customer demand, resources exogenous assumption, and problem-orientated. The findings enrich the business model innovation research, and also expand the STP process theory in marketing.
Keywords/Search Tags:Customer Value Discovery, Business Model Innovation, MarketOrientation, Edge-Customers, Case Study
PDF Full Text Request
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