Definition of a business model
An architecture for the product, service
and information flows, including a
description of the various business actors
and their roles; and
A description of the potential benefits
for the various business actors; and
A description of the sources of revenues.
A business model in itself does not yet
provide understanding of how it will contribute
to realise the business mission of
any of the companies who is an actor
within the model. We need to know the
marketing strategy of the company in order
to assess the commercial viability and
to answer questions like: how is competitive
advantage being built, what is the
positioning, what is the marketing mix,
which product-market strategy is followed.
Therefore it is useful to identify beyond
business models also “marketing models”.
Definition of a marketing model