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| Research Review and Theoretical Construction on Conceptualization of Business Model Innovation from Composite Model Perspective |
| Chi Kaoxun |
| （School of Management,Shandong University of Technology,Zibo 255000,China） |
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Abstract Many scholars have emphasized that the research on the concept of business model innovation should be strengthened. However,there is little conceptual deconstruction work in the real sense,which makes scholars still have many doubts about the idea of business model innovation as a construct. By comparing the applicability of different measurement models to deconstruct the business model innovation concept,this paper establishes the high applicability status of the composite model. At the same time,the definition,dimensions and types of business model innovation from composite model perspective are discussed in detail. Furthermore,based on the dual attributes of the business model,and considering the intersections between business model and other disciplines,this paper analyzes the direction of compiling business model innovation measurement indicators from composite model perspective. Finally,this paper constructs the conceptualization path of business model innovation from composite model perspective,points out that the concept is defined in the form of "innovating mode of operation and creating unique customer value",and the dimension is distinguished based on the standard of "creating unique customer value". Then the scale is developed by integrating the measurement indicators of "mode of operation" and "value logic". We should further clarify the connotation of the dimensions of "reduce purchase price" and "enhance willingness to pay",and by drawing on the knowledge of strategy,marketing,operation and other related disciplines,develop the measurement scale of these two dimensions.
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Received: 15 June 2020
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