The interplay between brand and business model architectures:a conceptual grid

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2021-08-16 DOI:10.1108/mip-12-2020-0525
Marc Logman
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Abstract

PurposeThis conceptual paper studies how brand and business model architectures interact.Design/methodology/approachConfronting the literature on brand and business model architectures, a “problematizing review” perspective is taken in this article. To develop the conceptual framework, a cyclical process of theory generation based on a literature review and empirical evidence is used. Various interaction options between a brand and business model architecture are discussed in detail and illustrated with practical examples.FindingsThe conceptual grid allows positioning each brand and business model architectural move in a coherent way, emphasizing the alignment challenges of each positioning option. This study also sheds another light on “dynamic capabilities,” as companies not only need to mix, remix and orchestrate business model architecture decisions, but at the same time align these decisions with brand architecture decisions.Originality/valueBy confronting and integrating two research domains, a novel higher-order theoretical perspective is obtained. In this sense it contributes to a management school of thought that is more integrative and deals better with today's more complex and dynamic reality, in which business model and brand decisions cannot be taken independently.
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品牌和商业模式架构之间的相互作用:一个概念网格
这篇概念性论文研究了品牌和商业模式架构是如何相互作用的。设计/方法论/方法面对关于品牌和商业模型架构的文献,本文采用了“问题化审查”的观点。为了发展概念框架,使用了基于文献综述和经验证据的周期性理论生成过程。详细讨论了品牌和业务模型架构之间的各种交互选项,并通过实际示例进行了说明。概念网格允许以连贯的方式定位每个品牌和商业模式架构,强调每个定位选项的一致性挑战。这项研究还揭示了“动态能力”的另一个亮点,因为公司不仅需要混合、再混合和编排业务模型架构决策,同时还需要将这些决策与品牌架构决策结合起来。原创性/价值通过两个研究领域的对抗和整合,获得了一个新的高阶理论视角。从这个意义上说,它有助于形成一种更综合的管理思想流派,更好地应对当今更复杂、更动态的现实,在这种现实中,商业模式和品牌决策不能独立进行。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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