Business models: Impact on business markets and opportunities for marketing research

• Business models evolved in the domain of entrepreneurship and are re-shaping business markets.
• Contract research provides measures and approaches for elucidating the performance of business models.
• Business models stimulate the broadening of stakeholder-groups to be considered for marketing engagement.
• Business models aim at the integration of markets, as for example consumer and business markets.
• Business models provide a viable response to trade-offs between technology and marketing orientation.

Business models have evolved in the context of new venture creation. By offering an entrepreneurial perspective to established marketing elements such as value propositions, value capturing and value networks, business models provide marketing discipline with both challenges and opportunities to engage with entrepreneurial environments. In particular, business models call for approaches that elucidate value-in-use of marketing offerings, reveal the performance of contracts in orchestrating value networks and identify the performance of network configurations. In this article we present some implications of and opportunities for business models for marketing research.