Ulf Johansson
Professor
The changing marketing orientation within the business model of an international retailer–IKEA in China over 10 years
Author
Summary, in English
The paper reports an interview-based study that considers market driving and market-driven activities within the disaggregated components of the business model. The empirical study is of IKEA in China over a 10 year period. Market orientation is considered as a position on a continuum rather than as binary positions. The components of the business model are developed from the Osterwalder and Pigneur structure. Over the study period, the balance between driven and driving orientations within components of the business model changed in multiple ways. This article’s contribution is the illustration of disaggregating the market orientations of driven or driving activities and associating these with the particular components of the business model and so studying what happens to the driven-driving balance over time. The approach has wider applicability for attempts to understand the dynamics of international retailing.
Department/s
- Marketing
Publishing year
2021
Language
English
Pages
229-255
Publication/Series
International Review of Retail, Distribution and Consumer Research
Volume
31
Issue
2
Document type
Journal article
Publisher
Taylor & Francis
Topic
- Business Administration
Keywords
- business model
- China
- IKEA
- international retail
- market orientation
Status
Published
ISBN/ISSN/Other
- ISSN: 0959-3969