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The changing marketing orientation within the business model of an international retailer–IKEA in China over 10 years

Burt, Steve ; Dawson, John ; Johansson, Ulf LU and Hultman, Jens LU (2021) In International Review of Retail, Distribution and Consumer Research 31(2). p.229-255
Abstract

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... (More)

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.

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author
; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
business model, China, IKEA, international retail, market orientation
in
International Review of Retail, Distribution and Consumer Research
volume
31
issue
2
pages
229 - 255
publisher
Taylor & Francis
external identifiers
  • scopus:85097935489
ISSN
0959-3969
DOI
10.1080/09593969.2020.1857294
language
English
LU publication?
yes
id
0a8f60a0-dc43-40aa-950e-7de2a03a48c2
date added to LUP
2021-01-11 12:54:53
date last changed
2021-04-16 12:47:54
@article{0a8f60a0-dc43-40aa-950e-7de2a03a48c2,
  abstract     = {<p>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.</p>},
  author       = {Burt, Steve and Dawson, John and Johansson, Ulf and Hultman, Jens},
  issn         = {0959-3969},
  language     = {eng},
  number       = {2},
  pages        = {229--255},
  publisher    = {Taylor & Francis},
  series       = {International Review of Retail, Distribution and Consumer Research},
  title        = {The changing marketing orientation within the business model of an international retailer–IKEA in China over 10 years},
  url          = {http://dx.doi.org/10.1080/09593969.2020.1857294},
  doi          = {10.1080/09593969.2020.1857294},
  volume       = {31},
  year         = {2021},
}