Effectuation and Business Models:
The purpose of this study is to systematically relate research on effectuation with that on business models, and to propose a starting point for the derivation of marketing implications. The results show that possible connection of studies in these two areas can be examined by focusing on the hierar...
| Main Author: | |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2022-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.020/_html/-char/en |
| _version_ | 1811195419507556352 |
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| author | Hiroyuki Miyai |
| author_facet | Hiroyuki Miyai |
| author_sort | Hiroyuki Miyai |
| collection | DOAJ |
| description | The purpose of this study is to systematically relate research on effectuation with that on business models, and to propose a starting point for the derivation of marketing implications. The results show that possible connection of studies in these two areas can be examined by focusing on the hierarchy of corporate business processes and systems. Using interviews with three entrepreneurs obtained from practice-based research, this paper examines effectuation decision making of individual entrepreneurs in relation to frameworks used in business model research and development practice, such as value proposition, pivot, and product market fit. We discuss effectuation decision making by individual entrepreneurs in a company, and we show that effectuation decision making by such individuals can be connected to group decision making by utilizing the framework of business model research. |
| first_indexed | 2024-04-12T00:43:01Z |
| format | Article |
| id | doaj.art-93801482daeb421c9c72cb318d2bf8b8 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-12T00:43:01Z |
| publishDate | 2022-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-93801482daeb421c9c72cb318d2bf8b82022-12-22T03:54:57ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692022-03-01414425210.7222/marketing.2022.020marketingEffectuation and Business Models:Hiroyuki Miyai0HAKUHODO Inc., JapanThe purpose of this study is to systematically relate research on effectuation with that on business models, and to propose a starting point for the derivation of marketing implications. The results show that possible connection of studies in these two areas can be examined by focusing on the hierarchy of corporate business processes and systems. Using interviews with three entrepreneurs obtained from practice-based research, this paper examines effectuation decision making of individual entrepreneurs in relation to frameworks used in business model research and development practice, such as value proposition, pivot, and product market fit. We discuss effectuation decision making by individual entrepreneurs in a company, and we show that effectuation decision making by such individuals can be connected to group decision making by utilizing the framework of business model research.https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.020/_html/-char/eneffectuationbusiness modelvalue creationmarketing strategy |
| spellingShingle | Hiroyuki Miyai Effectuation and Business Models: Maketingu Janaru effectuation business model value creation marketing strategy |
| title | Effectuation and Business Models: |
| title_full | Effectuation and Business Models: |
| title_fullStr | Effectuation and Business Models: |
| title_full_unstemmed | Effectuation and Business Models: |
| title_short | Effectuation and Business Models: |
| title_sort | effectuation and business models |
| topic | effectuation business model value creation marketing strategy |
| url | https://www.jstage.jst.go.jp/article/marketing/41/4/41_2022.020/_html/-char/en |
| work_keys_str_mv | AT hiroyukimiyai effectuationandbusinessmodels |