Tactical and strategic choices in business models: evidence from a Danish fashion outlet

Abstract

Purpose

The purpose of this paper is to explain how tactical choices create value within a business model of a small company in the fashion outlet industry.

Design/methodology/approach

The generic two-staged competitive process framework from Casadesus-Masanell is used to analyze the fashion retailer MyFashionOutlet.

Findings

This paper argues that tactical choices made within a business model have a positive effect on the revenue of this company.

Originality/value

As to practice, the findings provide better insights into the levers of change within a constant business model. For academics, the authors provide guidelines for applying the framework to future research and identify potential limitations of the use.

Citation

Haubro, A.P., Lomholt, H.A., Lueg, R., Nielsen, S.V. and Knudsen, U. (2015), "Tactical and strategic choices in business models: evidence from a Danish fashion outlet", Journal of Fashion Marketing and Management, Vol. 19 No. 3, pp. 274-289. https://doi.org/10.1108/JFMM-07-2014-0056