Market Business Models Research Articles

Navigating Platform-Led Affiliate Marketing: Implications for Content Creation and Platform Profitability

Practice- and Policy-Oriented Abstract Recently, some user-generated content (UGC) platforms have introduced shopping features to generate additional commission-based revenue from in-app transactions. These platforms allow creators to produce shoppable content, where promoted products are tagged with affiliate links, and in return, they earn a percentage of the commission the creators receive from merchants This paper aims to investigate the impact of this platform-led affiliate marketing business model on the key stakeholders. Employing a game-theoretic model, our study demonstrates that platform-led affiliate marketing can create a win-win situation for UGC platforms, creators participating in affiliate marketing, and consumers. Furthermore, even creators not participating in affiliate marketing can sometimes benefit indirectly from other creators’ participation. However, we find that platforms may not necessarily benefit from adopting this emerging business model because of potential losses in traffic revenue. These results carry significant managerial implications for platforms regarding whether and how to leverage affiliate marketing. Moreover, our findings suggest that creators may benefit from reducing their production efforts in the face of intensified competition. More importantly, optimal production decisions for creators can vary significantly, depending on specific factors contributing to heightened competition. These findings offer valuable insights that can guide creators in refining their production strategies.

Digital marketing business models: Key stages, types and trends of development

The main goal of the article is to formalize the key business models of marketing of modern companies and substantiate the key stages, types and trends of development. The relevance and need to pay significant attention to the marketing digital business model when organizing a business is substantiated. Using structural and logical analysis and criticism of scientific research, the essence, advantages and disadvantages are determined, the main blocks, stages and key elements of the structure of business models of modern companies are argued. It has been proven that marketing digital business models serve as a logical and visual plan for organizing all business processes of companies from production, marketing, sales and logistics to building a hierarchy of profitability. The key development trends are substantiated and the most popular business models of business organization in modern conditions are structured on the basis of scientific generalization, structural and logical analysis and mathematical modeling. Practical significance is characterized by the fact that the marketing business models of world-class companies are generalized and structured, taking into account their specifics and characteristics. Practical recommendations and key stages of building a company’s business model and its implementation into reality have been formed to achieve strategic business goals.

ФОРМИРОВАНИЕ БИЗНЕС-МОДЕЛИ РЫНКА ЛИТИЯ

The purpose of the study is to formulate an analytical representation of the emerging Russian lithium market in the structure of business model templates, allowing for a description of key market elements in the context of the industry under consideration. The sources of the study are data on the state of the global and Russian lithium market, presented in open information and scientific resources. Research procedures were based on the use of systems methodology, comparative analysis methods and forecasting methods. The choice of a template for describing a market business model was determined based on a generalization of existing industry practice. The main result of the study is a compiled representation of the business model in the emerging lithium market within the framework of the Osterwalder-Pigneur “value” approach. The practical focus of this description is considered in terms of the formation of a unified technology for running a lithium business as the basis for the created business model of its ecosystem.

Publishing Brand and Its Communication Potential

In the context of a decline in publishing circulation, there is a need to activate existing methods and ways to correct negative trends. Traditional in overcoming the crisis is the introduction of progressive forms and methods of book trade, but the development of business processes on online platforms leveled the importance of bookselling enterprises and led to a reduction in the bookselling network. However, the online book trade at this stage has not reached the required level of monetization and did not live up to expectations of management. The purpose of this material is to comprehend the publishing brand as a holistic concept, which includes not just a complex of such elements as the author’s name, title of the work, genre, but as a combination of the brand of the author’s name (author’s brand), the brand of the title of the work (brand naming), the brand of the genre of the work. Among the tasks to identify the problem of the impact of a branded publishing product on the consumer of fiction, children’s literature; definition of a publishing brand as a marketing strategy tool for a modern publishing house. The article discusses the role of the publishing brand in the market business model, the main elements of the publishing brand, the degree of influence on consumer activity, as well as the impact of digital technologies on the creation of a cross-media product on Internet platforms.

Overcoming the Challenges Confronting Startups in Nigeria

The word 'Startup' has become a worldwide phenomenon. Every year millions of startup companies spring up worldwide. These startups have a great impact on the economies of countries in terms of new production and employment. The study aims include studying the concept of startups, examining major challenges facing startups in Nigeria, suggesting key solutions that will ease the pains of startups in Nigeria and identifying the recent efforts by the Government to ease the challenges of doing business in Nigeria. Data was collected from the primary source by using a structured questionnaire. The sample was selected using a stratified random sampling technique. The target respondents were business startups across various sectors of the economy and the year of operations between 1 to 3 years. Data were gathered electronically using Google form from 1078 respondents in Nigeria, out of which valid responses were 1065. Microsoft Excel was used for analysis. The study showed that lack of startup capital, lack of access to an accelerator and access to bank loans were strongly major factors of startup problems for businesses in Nigeria. The important factors for the successful business startup identified include the idea, training, marketing, business model, teamwork and timing were other factors for the success of businesses in Nigeria. Further research can be done on the solutions for startup businesses' access to funds, training, and marketing business models, among others, to sustain business growth in Nigeria. The findings would be valuable to startup businesses, young entrepreneurs, researchers and Government (policymakers) in understanding startup challenges and highlighting the significant support that startup entrepreneurs need. It also offered useful inputs to policymakers in improving the existing entrepreneurial ecosystem in Nigeria.

An Exploratory Examination of the Mompreneur and Multi-Level Marketing: What Does She Do and Why Does She Do It?

The number of small businesses owned by women in the United States is on the rise, due to a variety of reasons. One business model, which is attractive to mothers who lead busy lives, is multi-level marketing. The purpose of this study is to examine the motives of mompreneurs and gain a better understanding of their experiences with the multi-level marketing business model. Data collection involved both a survey and phenomenological interviews. The results identified a variety of motivations for engaging in multi-level marketing, ranging from economic to brand relationships. The women utilised social media tools to access their social capital in order to advertise and sell products to a large network of other women. Moreover, they received significant support from their family and friends related to their business. Several success factors and challenges were identified, as was a finding related to the serial nature of multi-level marketing business ownership. Theoretical and managerial implications are discussed.

Comparison of Suitable Business Models for the 5th Generation District Heating System Implementation through Game Theory Approach

Abstract District Heating and Cooling (DHC) technology is widely recognised as a promising solution for reducing primary energy consumption and emissions. The 5th Generation District Heating and Cooling (5GDHC) network is the latest DHC concept characterised by low-temperature supply, bi-directional heating network operation, decentralised energy flows, and surplus heat sharing. Unlike the 4th Generation District Heating (4GDH) technology, the 5GDHC technology switched to a consumer/prosumer-oriented perspective. The introduction of 5GDHC solutions requires high investments, an important barrier to further developing DHC systems. Therefore, a novel pricing and business model could include introducing co-owners or energy managers into the system. Three different local market business models for 5GDHC at the community level have been tested. The reverse technical and economic simulation has been used for a feasibility study to determine the resources, business models, and combinations closest to the break-even point with lower costs and higher gains for all involved stakeholders.

Affiliate marketing business model education in promoting keloria products

The era of the industrial revolution 4.0 and globalization made major changes in various fields, one of which is technology. One of the digital marketing strategies is affiliate marketing, which allows someone to market other people's products simply by spreading promotional links. In this activity, the team held seminars and training on affiliate marketing business models in marketing keloria products which aimed to increase participants' knowledge of digital marketing and affiliate marketing and encourage participants to join as affiliate partners of PT. Keloria Moringa Jaya. This seminar and training was carried out in 3 stages, namely preparation, seminar and training, and evaluation. The evaluation results show the participants' satisfaction with the training material and design presented. In addition, this activity succeeded in increasing participants' knowledge about digital marketing, especially social media marketing and affiliate marketing-based marketing models.

Islamic virtue-based ethics for artificial intelligence

The twenty-first century technological advances driven by exponential rise of artificial intelligence (AI) technology have ushered in a new era that offers many of us hitherto unimagined luxuries and facilities. However, under the guise of this progressive discourse, particularly in the backdrop of current neo-liberal late-capitalist postmodern world, AI development also has prompted an increasingly uncertain ethical tomorrow. This paper aims to probe the question of ethics by exploring the true ramifications of AI and interrogating its various ethical dimensions. It questions the essential goodness that is attributed to unstinted AI development before elucidating the ethical repercussions of AI advancements and the aptness of the current market logics and business models that govern the tech-industry. The paper next positions a holistic Islamic virtue-based AI ethics framework grounded in the context of Islamic objectives (maqāṣid) as an alternative ethical system for AI governance. We argue that this distinctive Islamic virtue-based ethical approach, which can be used to explore AI-related ethical problems more holistically due to its ontological base and rich tradition while keeping in check undue influence from the current socio-politico-economic climate, can be a valuable addition to the global discourse on AI ethics.

Retailer’s Dual Role in Digital Marketplaces

Digital marketplaces have entered the retail sector and have proven to be a successful business model compared to traditional retailing. Established retailers are increasingly launching digital marketplaces as well as participating in marketplaces of pure online companies. Retailers transforming to digital marketplaces orchestrate formerly independent markets and enable retail transactions between participants while simultaneously selling articles from their own assortment to customers in the digital marketplace (dual role). A retailer’s dual role must be supported by retail information systems. However, this support is not explicitly represented in existing reference architectures for retail information systems. Thus, we propose to develop a reference architecture for retail information systems that facilitates the orchestration of supply- and demand-side participants, selling their own articles, and providing innovation platform services. We apply a design science research approach and present nine architectural requirements that a reference architecture for a multi-sided market business model in retail needs to fulfill (dual role, additional participants, affiliation, matchmaking, variety of services, innovation services, smart services, aggregated assortment, and boundary resources) from the rigor cycle. From the first design iteration, we propose four exemplary, conceptual architectural patterns as a solution for the requirements (matchmaking for participants, innovation platform services, boundary resources, and aggregated assortment). These patterns can form a conceptual reference architecture that guides the design and implementation of information systems.

MARKETING JUSTIFICATION OF MEASURES FOR STABILIZATION OF ECONOMIC SYSTEMS OF UKRAINE IN THE POST-WAR PERIOD ON THE BASIS OF THE SHARING ECONOMY

The article proposes a marketing justification for measures to stabilize the economic system of Ukraine in the postwar period on the basis of the sharing economy by implementing the principles of responsible consumption of goods and services due to significant destruction of industrial and social infrastructure and shortage of material and financial resources. It is established that among the tools for overcoming the crisis is the introduction of the principles of responsible consumption, which cover the state, commercial and individual levels, as irrational methods of production and consumption reduce economic growth. It has been proven that the competition will be won by those enterprises and companies that are the fastest to adapt to the post-war reality and offer such marketing business models in which saving material and financial resources, processing and reuse of goods will be a priority. The expediency of focusing marketing research on the trends of responsible consumption, which is currently developing dynamically within the sharing economy, has been confirmed. The current trends and features of the development of the sharing economy in the world as an effective socio-economic business model are analyzed. The peculiarities of the economy of shared consumption are considered and the specifics of functioning of the most widespread sharing services and platforms are analyzed. The factors influencing the popularization of the economy of common consumption in society are determined. The expediency of further introduction and development of sharing services in Ukraine has been proved, which is confirmed by the dynamics of the global consumer market, which is projected to grow more than 20 times by 2025. The key provisions of the business model of the consumer economy, which should be taken into account when developing marketing measures to intensify its implementation and further development in Ukraine, have been clarified.

An Empirical Study of Platform Enterprises’ Privacy Protection Behaviors Based on fsQCA

Firms’ privacy protection strategies are affected by multiple factors. This study adopted a configurational perspective to examine how regulation policy environment, market structure, and the heterogeneity among enterprises affect their privacy protection policies. Using a fuzzy set qualitative comparative analysis of Chinese listed platform enterprises, we found that three configuration conditions were associated with enterprises formulating a privacy policy with a high level of protection and two configuration conditions were associated with enterprises formulating a privacy policy with a low level of protection. The results showed that privacy protection laws were a necessary condition to ensure that enterprises actively exercised privacy protection. Coordinated regulation systems based on the Personal Information Protection Law and industry standards are recommended as the best practice to safeguard privacy protection in China. As lack of competition can result in two polarized privacy protection strategies, regulatory policies should emphasize the balance between data protection and encouraging necessary data sharing. Furthermore, the conjunctive effect between market structure and business models affected privacy policy formulation, which suggests that the positive effects of users’ rational choices in a competitive market should be further reinforced.

Research on the Business Model of Live Stream Marketing on e-Commerce Platform

With the popularization of mobile Internet and the improvement of streaming media technology, live streaming marketing has become a popular marketing method. In China, live stream marketing helped e-commerce merchants earn more than 100 billion yuan in sales revenue in 2018. This study focuses on analysing the differences in business models of different types of live stream marketing. Using the method of case study, the paper adopts a business model canvas to study the process of value creation, value transfer and value acquisition of anchor-oriented live stream marketing and brand-oriented live stream marketing respectively, and carries out the comparative analysis. The results of the case study summarize and compare the characteristics of the two live stream marketing business models, which makes up for the deficiency of discussion on live broadcast marketing business models in existing studies and provides suggestions regarding how to choose live stream marketing types for e-commerce platform merchants.

Using Lean Startup to Discover Customers in the mHealth Industry: Current Landscape and Challenges

As technology evolves rapidly, there is a need to integrate these advancements into healthcare.1 Mobile health (mHealth) allows digital health technology to be readily accessible to patients and healthcare providers through mobile applications (apps). mHealth, pharmaceutical, and biomedical industries share a patient-centric framework. However, the latter two business sectors have been historically slow to adopt digital innovations.1,2 The lean startup is a methodology aimed at helping companies traverse uncertainty through a series of hypotheses surrounding the customer. This approach can provide an avenue for the pharmaceutical industry to develop mHealth apps.
 This article addresses the question of how pharmaceutical firms can enhance customer engagement with their mHealth apps. This discussion provides an overview of the mHealth market drivers and barriers. It proffers potential solutions for using the lean startup methodology to identify customer needs to enable organizations to develop apps more efficiently, identify optimal market segments and business models, improve their bottom line, and reduce unnecessary resource expenditures. It also posits the need for further research and pilot projects to evaluate lean startups in the mHealth industry.

Analysis of the Impact of COVID-19 on the Current Farmer’s Market Business Model and Research on its Transformation in Smoke-Free Environment

Objectives: The ban on smoking creates a good smoke-free environment for the traditional farmer’s market. However,the suddenly spread COVID-19 has greatly impacted the business model of the traditional smoke-free farmer’s market.Methods: In order to realize the effective transformation of the current farmer’s market, this paper uses the business model canvas of Osterwalder and Pigneur to compare and analyze the traditional smoke-free farmer’s market and the smart farmer’s market. Results:The study found that the new business model promoted by “Smart Farmer” can effectively solve the difficulties and problems faced by the current farmer’s market. Conclusions:On the basis of this research, this paper puts forward the main direction of the future transformation of the farmer’s market business model, in order to provide a theoretical and practical basis for the intellectualized reconstruction of farmer’s market in China.

Data-Sharing Frameworks In Financial Services: Discussing Open Banking Regulation for Canada

Data-sharing frameworks in financial services are becoming increasingly prevalent with the potential to shape drastically the future of banking and finance. As data assets are of strategic importance to financial institutions and central to their ‘datafication’ and digital transformation processes, sharing and accessing new data can alter the dynamics of competition and lead to the emergence of new players as well as nascent markets. Innovative technologies such as application programming interfaces (APIs) can help simplify data communication between systems and thus standardize the exchange of information between organizations allowing them to experiment with new, more open, business models. APIs also give the ability to effectively control openness and orchestrate ecosystems of third-parties that can add value to organizations’ supply chain and end users. Having said that, the deployment of open APIs in financial services raises numerous questions regarding the appropriate regulatory (or not) framework and infrastructure for opening up data in the banking sector. The current paper examines the potential for an open banking framework in the Canadian market and makes an effort to identify the regulatory, economic, technological, sociological, and political debates in the industry concerning data openness. During the course of the study there was consensus from participants that discussing the “merits of open banking” or opportunities that it will bring is an outdated topic and instead the discussions should focus on the real issues and ‘pain-points’ around open banking implementation in Canada. Following a good number of interviews with FinTechs, challenger and incumbent banks, regulators, legal experts, consultants, and financial services professionals (in various part of the business as well as IT) in the Canadian market, the paper outlines a number of themes and frictions that the industry as well as policy-makers in Canada should consider when implementing an open banking framework. We believe that the findings can be generalized and be useful for practitioners and regulators around the world when exploring similar frameworks. The paper starts with an introduction to data-sharing and open finance providing some workable definitions and comparing the relevant technologies in place. In this section we also clear various misunderstandings around ‘open banking’. The following section provides a brief description of the most popular open banking paradigms around the world: UK, EU, and Australia before we move to the Canadian context. The main findings section is organized in four parts discussing a) the objectives of open banking in Canada and whether a potential scheme should be policy-mandated or market-driven, b) the relevant regulatory issues such as liability and related data-privacy laws, c) the key debates and tensions when designing the data-sharing infrastructure (such as data openness, digital identity, security, API and data standards), and finally d) the relevant concerns and participant goals around identification of third-parties and access to the national payments infrastructure. The paper concludes with some insights from previous research on the impact of open banking on the market structure and business models in banking.

Power Internet of Things card and infrastructure resources security supervision business model and platform construction under the background of energy Internet

In response to the national call to strengthen the construction of new infrastructure, State Grid Corporation takes the acceleration of new digital infrastructure as an important basis for transformation and upgrading and the realization of strategic objectives. With the surge in the number of power Internet of Things terminals and the demand for data processing, the development of Internet of Things card and infrastructure resource operation business has become the focus of the industry. This paper investigates and clarifies the business background, business positioning and research theory of the business platform, explains the basic framework, basic functions and implementation plan of the platform construction, and analyzes the market status quo and business model of the platform operation. This paper provides theoretical basis and case reference for the new digital infrastructure construction of State Grid Corporation, and has certain theoretical inspiration and practical significance for the construction of mutually beneficial, sharing and co-construction energy Internet ecology.

Digital transformation of traditional marketing business model in new industry era

PurposeImpact of the digitalization on the production and service sector is a highly popular topic in these days and especially, new business models receive increasingly more attention. Under the light of digitalization, the Fourth Industrial Revolution, so-called Industry 4.0, and its impacts on all kinds of process is a promising topic in the academia and also beneficial for the practitioners. Since there are arguments from scholars that Industry 4.0 has an important and shaping effect on marketing, the concept of 7P's in marketing should be incorporated in Industry 4.0 elements. From this point of view, this study focuses on developing the understanding of 7P's based on contemporary perspectives of Industry 4.0.Design/methodology/approachIn order to do that, different criteria related to integration of Industry 4.0 and marketing practices under each marketing-mix element are presented and one of the multi-criteria decision-making (MCDM) methods, the best–worst method (BWM) is used to prioritize the criteria for future implications.FindingsResults indicated that product, process and physical evidence are the most affected marketing-mix factors by considering Industry 4.0. managerial implications which were also presented based on the numerical results.Originality/valueAn in-depth analysis of literature review related to Industry 4.0 revealed that changing and developing technologies are examined in detail mostly around a production perspective. In order to fulfill the gap in the knowledge, this study focuses on the examination of impacts of Industry 4.0 on the marketing-mix strategy. To the best of the authors’ knowledge, this is the first study which merges Industry 4.0 with the marketing mix.

Comparative effectiveness of high-tech and medium-tech business models: Key indicators and value sustainability

Due to the external environment being unpredictable and dynamic, the business model becomes obsolete in a short time and its logic loses effectiveness. This seriously threatens business continuity and affects income flows. The paper develops indicators for assessing the effectiveness of business models. Methodologically, the study rests on the stakeholder theory, valuebased management and technological growth theory. The work uses mathematical methods for calculating financial and economic indicators, as well as a general scientific method of analysis. To test the metod, we examine 188 companies operating in the high-tech and medium-tech industry markets. Having systematized the theoretical positions, we conclude that the evaluation of business model effectiveness should be based on measuring the sustainability of the value created for various groups of the company stakeholders. This allowed us to propose a set of indicators of business model effectiveness built on yield spread and factor productivity. The program of empirical evaluation also included an indicator of the value of intellectual capital, computed on the basis of the company’s profitability deviation from the market norm. The author supposes that, by producing intellectual and relational rents, intangible capital helps increase the effectiveness of the business model, which is reflected in all sustainability indicators. The research results prove the analytical value to be satisfactory. In total, the high-tech market business models are more efficient. The distribution of performance indicators met the assumptions about the impact of a fragmented environment: a more homogeneous industry environment is instrumental in aligning business model performance. The findings of the study are of practical importance for business and contribute to the construction of a control system based on business model effectiveness management.

Secondary Mobile Data Market Business Model for ISP

Secondary Mobile Data Market Business Model for ISP