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The changing marketing orientation within the business model of an international retailer - IKEA in China over 10 years
Skottland.
Skottland.
Lunds universitet.
Kristianstad University, Faculty of Business, Department of Business. Kristianstad University, Research Platform for Collaboration for Business.
2020 (English)In: International Review of Retail Distribution & Consumer Research, ISSN 0959-3969, E-ISSN 1466-4402Article in journal (Refereed) Epub ahead of print
Abstract [en]

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.

Place, publisher, year, edition, pages
2020.
Keywords [en]
IKEA, China, business model, market orientation, international retail
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hkr:diva-21513DOI: 10.1080/09593969.2020.1857294ISI: 000603435300001OAI: oai:DiVA.org:hkr-21513DiVA, id: diva2:1517838
Available from: 2021-01-14 Created: 2021-01-14 Last updated: 2021-01-14Bibliographically approved

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fulltext(622 kB)145 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf