Emerging market global business model innovation

Abstract

Purpose

Developing a global business model requires a clear understanding of the market conditions in the global marketplace. The aim of this study was to evaluate the effect of emerging market conditions on the key building blocks of Osterwalder’s business model canvas.

Design/methodology/approach

The paper explains the basic framework of Osterwalder’s business model and evaluation of relevant dimensions of emerging market characteristics and the effect of these dimensions on creating global business models in emerging markets.

Findings

Global business models in emerging market must evaluate and account for important market conditions, such as the power of non-governmental institutions, the effect of clientelism and prevalence of informal institutional flux.

Practical implications

When developing a global business model, researchers and managers should understand market conditions will not only shape the cost structure and revenue stream but also make a company to change its value proposition entirely.

Originality/value

The main value of this paper is recognizing and assessing the effects of emerging market conditions on Osterwalder’s business model framework.

Citation

Oyedele, A. (2016), "Emerging market global business model innovation", Journal of Research in Marketing and Entrepreneurship, Vol. 18 No. 1, pp. 53-62. https://doi.org/10.1108/JRME-11-2015-0050

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