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Exploring new business models for the social enterprise : how can organizations innovate their business model under the influence of customer interactions via social media

Scholten, Matthijs (2014) Exploring new business models for the social enterprise : how can organizations innovate their business model under the influence of customer interactions via social media.

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Abstract:This empirical study aims to explore the impact of customer interactions via social media on business models. Through qualitative research, we obtained data from nine companies in different industries. Consequently, this study encompasses four key findings. First, we found that a companies’ use of different social media functionalities can be a useful indicator of customer interaction and customer participation within business models. Second, we found that social media functionality can be used on three (accumulating) levels by firms in terms of intensity and variety to enable the development of their business models and value creation through increasingly structured customer interaction. Third, we found that the role of the customer (i.e. customer participation) can vary to three different extents within business models according to the degree to which customers interact with the different pillars and components of the business model. Fourth, we classified and characterized three business model patterns in which customer interaction and customer participation varies depending on the variety and extensiveness of social media functionalities that are being used to add value in several places within the business model. These patterns comprise: (1) the customer-facing business model; (2) the customer-valuing business model and (3) the customer-integrating business model.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/65058
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