Business Model Innovation in the Digital Era. A Case Study from the Real Estate Sector
DOI:
https://doi.org/10.29105/vtga5.2-714Keywords:
modelo de negocio, tecnología Web 2.0, mercadotecnia, innovación, efectos de redAbstract
Firms migrating to the digital channel require a successful business model that emphasizes at least the value proposition, the use of technology and the creation of revenue streams. Through time, business models need certain adjustments in one or more of these areas. By using a case study of a successful real estate company from the UK, this paper presents an example of business model innovation that stresses the role of the user scale. It focuses on the use of Web 2.0 technology as the company offers a discussion forum. In-depth interviews, secondary data and website content analysis are used to show the trajectory of the company. Results show that, for a sustainable business model, it is the acquisition and retention activities, which maintain the necessary traffic to keep the model operating and generating new revenue sources. This is particularly relevant for a three-sided market.
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