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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Reciprocating Business Model Innovation – How Client and Supplier Models Interact

Stone, Merlin, Aravopoulou, Eleni, Stott, Ryan, Parnell, Brett, Machtynger, Jon, Machtynger, Liz and Foss, Bryan (2021) Reciprocating Business Model Innovation – How Client and Supplier Models Interact. Journal of Business-to-Business Marketing, 28 (2). pp. 187-202. ISSN 1547-0628

Item Type: Article


Purpose. The purpose of this article is to show the relationship between changes of industry business model on the supplier side and changes in business model on the client side, using the information technology industry as an example. This is the first paper to investigate supplier-side industry-wide business models and identify their consequences for client-side industry-wide business models.

Methodology. The methodology is a review of academic and gray literature and conceptual analysis, applied particularly to three client-side industry case studies – financial services, airlines and online video streaming services

Findings. Changes in the business model on the client side may be contingent on the products and services that emerge from the information and communications technology industry as it changes its business models.

Practical implications. Client-side companies formulating their business strategies in industries which are highly dependent on successful information management should factor developments in the information and communications technology industry business models into account in their planning. They should also consider how they can influence business model change on the supplier side by changes they make to their information management strategies and processes.

Research implications. The implications for research are that researching investigating changes in business models, particularly in relation to clients of the IT industry, should consider whether there have been changes in business models on the supplier or client side, and whether and how they have interacted.

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More Information

Additional Information: ** From Crossref journal articles via Jisc Publications Router ** History: ppub 03-04-2021; issued 03-04-2021; epub 02-09-2021.
Uncontrolled Keywords: Marketing, Management Information Systems
Related URLs:
SWORD Depositor: Publication Router
Depositing User: Publication Router


Item ID: 14076
Identification Number:
ISSN: 1547-0628
Official URL:

Users with ORCIDS

ORCID for Merlin Stone: ORCID iD

Catalogue record

Date Deposited: 07 Oct 2021 13:52
Last Modified: 06 Dec 2022 14:42


Author: Merlin Stone ORCID iD
Author: Eleni Aravopoulou
Author: Ryan Stott
Author: Brett Parnell
Author: Jon Machtynger
Author: Liz Machtynger
Author: Bryan Foss

University Divisions

Faculty of Business, Law and Tourism > Sunderland Business School

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