Business Model Innovation in the Digital Era. A Case Study from the Real Estate Sector

Manuela Gutiérrez-Leefmans

doi:10.29105/vtga5.2-714

Autores/as

Manuela Gutiérrez-Leefmans Universidad de las Américas Puebla

DOI:

https://doi.org/10.29105/vtga5.2-714

Palabras clave:

modelo de negocio, tecnología Web 2.0, mercadotecnia, innovación, efectos de red

Resumen

Las empresas que migran al canal digital requieren un modelo de negocio exitoso que enfatice la propuesta de valor, el uso de la tecnología y la creación de flujos de ingresos. A través del tiempo, los modelos necesitan ciertos ajustes en estas áreas. Usando un caso de estudio de una exitosa compañía de bienes raíces del Reino Unido, este documento presenta un ejemplo de innovación de modelo de negocios que destaca el papel de la escala de usuarios. Se enfoca en el uso de la tecnología Web 2.0, ya que la compañía ofrece un foro de discusión. Entrevistas a profundidad, datos secundarios y el análisis del contenido del sitio web se utilizan para mostrar la trayectoria de la empresa. Los resultados muestran que, para un modelo sostenible, son las actividades de adquisición y retención de usuarios, las que mantienen el tráfico necesario para que el modelo funcione y genere nuevas fuentes de ingresos. Esto es aún más relevante para un mercado de tres vías.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Afuah, A. & Tucci, C. L. (2000). Internet Business Models and Strategies: Text and Cases: McGraw-Hill Higher Education.

Applegate, L. M. (2001). E-business Models: Making sense of the Internet business landscape. Information technology and the future enterprise: New models for managers, 49-169.

Baden-Fuller, C. & Morgan, M. S. (2010). Business Models as Models. Long Range Planning, 43(2–3), 156-171. DOI: https://doi.org/10.1016/j.lrp.2010.02.005

Barnes, D., Clear, F., Dyerson, R., Harindranath, G., Harris, L. & Rae, A. (2012). Web 2.0 and microbusinesses: an exploratory investigation. Journal of Small Business and Enterprise Development, 19(4), 687-711. DOI: https://doi.org/10.1108/14626001211277479

Bock, A. J., Opsahl, T., George, G. & Gann, D. M. (2012). The Effects of Culture and Structure on Strategic Flexibility during Business Model Innovation. Journal of Management Studies, 49(2), 279-305. DOI: https://doi.org/10.1111/j.1467-6486.2011.01030.x

Chesbrough, H. & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation's technology spin‐off companies. Industrial and Corporate Change, 11(3), 529-555. DOI: https://doi.org/10.1093/icc/11.3.529

Chesbrough, H. (2010). Business model innovation: Opportunities and barriers. Long Range Planning 43, 354-363 DOI: https://doi.org/10.1016/j.lrp.2009.07.010

Demil, B. & Lecocq, X. (2010). Business Model Evolution: In Search of Dynamic Consistency. Long Range Planning, 43(2–3), 227-246. DOI: https://doi.org/10.1016/j.lrp.2010.02.004

Dubosson-Torbay, M., Osterwalder, A. & Pigneur, Y. (2002). E-business model design, classification, and measurements. Thunderbird International Business Review, 44(1), 5-23 DOI: https://doi.org/10.1002/tie.1036

Ehret, M., Kashyap, V. & Wirtz, J. (2013). Business models: Impact on business markets and opportunities for marketing research. Industrial Marketing Management, 42(5), 649-655. DOI: https://doi.org/10.1016/j.indmarman.2013.06.003

Eisenhardt, K. M. (1989). Building Theories from Case Study Research. The Academy of Management Review, 14(4), 532-550. DOI: https://doi.org/10.5465/amr.1989.4308385

Gambardella, A. & McGahan, A. M. (2010). Business-Model Innovation: General Purpose Technologies and their Implications for Industry Structure. Long Range Planning, 43(2–3), 262-271. DOI: https://doi.org/10.1016/j.lrp.2009.07.009

Giesen, E., Berman, S. J., Bell, R. & Blitz, A. (2007). Three ways to successfully innovate your business model. Strategy & Leadership, 35(6), 27-33. DOI: https://doi.org/10.1108/10878570710833732

Gordijn, J. & Akkermans, H. (2001). Designing and evaluating e-business models. IEEE intelligent Systems, 16(4), 11-17. DOI: https://doi.org/10.1109/5254.941353

Ha, L. & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting & Electronic Media, 42(4), 457-474. DOI: https://doi.org/10.1080/08838159809364462

Harris, L., Rae, A. & Misner, I. (2012). Punching above their weight: the changing role of networking in SMEs. Journal of Small Business and Enterprise Development, 19(2), 335-351. DOI: https://doi.org/10.1108/14626001211223937

Hedman, J. & Kalling, T. (2003). The business model concept: Theoretical underpinnings and empicical illustrations. European Journal of Information Systems, 12(1), 49-59. DOI: https://doi.org/10.1057/palgrave.ejis.3000446

Hossain, M. (2017) Business model innovation: past research, current debates, and future directions. Journal of Strategy and Management (10: 3), pp.342-359 DOI: https://doi.org/10.1108/JSMA-01-2016-0002

Inkpen, A. C., & Tsang, E. W. K. (2005). Social Capital, Networks, and Knowledge Transfer. Academy of Management Review, 30(1), 146–165. doi:10.5465/amr.2005.15281445 DOI: https://doi.org/10.5465/amr.2005.15281445

InternetArchive (2000-2018) (online)

Kim, H. D., Lee, I. & Lee, C. K. (2011). Building Web 2.0 enterprises: A study of small and medium enterprises in the United States. International Small Business Journal. DOI: https://doi.org/10.1177/0266242611409785

Laudon, K. & Traver, C. G. (2013). E-Commerce 2013: Business. Technology.

Linder, J. C. & Cantrell, S. (2001). Five business‐model myths that hold companies back. Strategy & Leadership, 29(6), 13-18. DOI: https://doi.org/10.1108/10878570110411330

Loic, P., Lecocq, X. & Angot, J. (2010). Customer-integrated business models: a theoretical framework. M@ n@ gement, 13(4), 226-265. DOI: https://doi.org/10.3917/mana.134.0226

McGahan, C. (2010). Cyberspace Studies. The Encyclopedia of Literary and Cultural Theory. doi:10.1002/9781444337839.wbelctv3c018 DOI: https://doi.org/10.1002/9781444337839.wbelctv3c018

Meske, C. & Stieglitz, S. (2013). Adoption and Use of Social Media in Small and Medium-Sized Enterprises. In: Harmsen, F. & Proper, H. (eds.) Practice-Driven Research on Enterprise Transformation. Springer Berlin Heidelberg. 930 DOI: https://doi.org/10.1007/978-3-642-38774-6_5

Mezger, F (2014). Toward a capability‐based conceptualization of business model innovation: insights from an explorative study. R&D Management 44(5) pp. 429-449 DOI: https://doi.org/10.1111/radm.12076

Michaelidou, N., Siamagka, N. T. & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153-1159. DOI: https://doi.org/10.1016/j.indmarman.2011.09.009

Moingeon, B. & Lehmann-Ortega, L. (2010). Creation and implementation of a new business model: a disarming case study. Management, 13(4), 266-297. DOI: https://doi.org/10.3917/mana.134.0266

Morris, M., Schindehutte, M. & Allen, J. (2005). The entrepreneur's business model: toward a unified perspective. Journal of Business Research, 58(6), 726-735. DOI: https://doi.org/10.1016/j.jbusres.2003.11.001

Normann, R. & Ramirez, R. (1993). Designing interactive strategy. Harvard Business Review, 71(4), 6577. DOI: https://doi.org/10.1111/j.1467-8616.1993.tb00061.x

O'Reilly, T. (2005). What is Web 2.0: Design patterns and business models for the next generation of software (online). Retrieved on March, 2006.

Osterwalder, A. & Pigneur, Y. (2002). An eBusiness model ontology for modeling eBusiness.

Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A. (2015). Value Proposition Design: How to Create Products and Services Customers Want: John Wiley & Sons.

Pateli, A. G. & Giaglis, G. M. (2004). A research framework for analysing eBusiness models. European Journal of Information Systems, 13(4), 302-314. DOI: https://doi.org/10.1057/palgrave.ejis.3000513

Rappa, M. (2000). Business models on the web. North Carolina State University (ecommerce. ncsu. edu), 13.

Reyneke, M., Pitt, L. & Berthon, P. R. (2011). Luxury wine brand visibility in social media: an exploratory study. International Journal of Wine Business Research, 23(1), 21-35. DOI: https://doi.org/10.1108/17511061111121380

Rubin, H. J. & Rubin, I. S. (2011). Qualitative interviewing: The art of hearing data: Sage.

Sanchez, P. & Ricart, J. E. (2010). Business model innovation and sources of value creation in lowincome markets. European Management Review, 7, 138-154. DOI: https://doi.org/10.1057/emr.2010.16

Seperia (2018), Competitive Intelligence Tool Review (online)

Shafer, S. M., Smith, H. J. & Linder, J. C. (2005). The power of business models. Business Horizons, 48(3), 199-207. DOI: https://doi.org/10.1016/j.bushor.2004.10.014

Shapiro, C. & Varian, H. R. (1999). The Art of Standards Wars. California Management Review, 41(2), 8-32. DOI: https://doi.org/10.2307/41165984

SimilarWeb (2018), Website analysis (online)

Sosna, M., Trevinyo-Rodríguez, R. N. & Velamuri, S. R. (2010). Business Model Innovation through Trial-and-Error Learning: The Naturhouse Case. Long Range Planning, 43(2–3), 383-407. DOI: https://doi.org/10.1016/j.lrp.2010.02.003

Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43(2–3), 172-194. DOI: https://doi.org/10.1016/j.lrp.2009.07.003

Timmers, P. (1998). Business Models for Electronic Markets. Electronic Markets, 8(2), 3-8. DOI: https://doi.org/10.1080/10196789800000016

Turban, E., McLean, E. & Wetherbe, J. (2002). Information technology for management: transforming business in the digital economy, New York: J. Wiley & Sons, cop.

Vickery, G., & Wunsch-Vincent, S. (2007). Participative web and user-created content: Web 2.0 wikis and social networking. Organization for Economic Cooperation and Development (OECD).

WallStreetJournal (2014). ComScore Media Metrix(R) Ranks Top 50 U.S. Desktop Web Properties for June 2014. WallStreetJournal.

Weill, P. & Vitale, M. R. (2001). Place to Space: Migrating to Ebusiness Models: Harvard Business School Press.

Wirtz, B. W., Schilke, O. & Ullrich, S. (2010). Strategic Development of Business Models: Implications of the Web 2.0 for Creating Value on the Internet. Long Range Planning, 43(2–3), 272-290. DOI: https://doi.org/10.1016/j.lrp.2010.01.005

Yin, R. (2003). Case study research: Design and methods. Sage Publications, Inc, 5, 11.

Yin, R. K. (2009). Case Study Research: Design and Methods. 4. udgave. Sage Publications.

Yin, R. K. (2011). Applications of case study research: Sage.

Yunus, M., Moingeon, B. & Lehmann-Ortega, L. (2010). Building Social Business Models: Lessons from the Grameen Experience. Long Range Planning, 43(2–3), 308-325. DOI: https://doi.org/10.1016/j.lrp.2009.12.005