Understanding Business Model: Literature Review

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Int. J. Competitiveness, Vol. 1, No. 2, 2017

Understanding business model – literature review of concept and trends Sandeep Goyal* and Amit Kapoor Institute for Competitiveness, U 24/8, DLF Phase 3, Gurgaon – 122 002, Haryana, India Email: sandy2u@gmail.com Email: sandeep.goyal@competitiveness.in Email: amit.kapoor@competitiveness.in *Corresponding author

Mark Esposito Division of Continuing Education, Harvard University, 51, Brattle Street, Cambridge, MA, 02138, USA and Grenoble Ecole de Management 12 rue Semard, 38000 Grenoble, France Email: markesposito@fas.harvard.edu

Bruno S. Sergi Department of Economics, University of Messina, Via T. Cannizzaro 278, 98122 Messina, Italy and Davis Center for Russian and Eurasian Studies, Harvard University, CGIS South Building, 1730 Cambridge Street, Cambridge, MA 02138, USA Email: bsergi@fas.harvard.edu Email: bsergi@unime.it Abstract: This article undertakes the literature review to understand the emerging trends on the conceptualisation of business model theme. The purpose of this article is to stimulate the reflective introspection towards the feasibility of theoretical grounding of business model concept based upon the comprehensive review of the existing academic literature around business model theme. Since 1990s, business model theme has received increasing attention as a recipe for competitive advantage among the academic and practitioner communities. However, despite the attention, business Copyright Š 2017 Inderscience Enterprises Ltd.

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