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Mindset of Design as a Tool for Alignment Between the Brands' Business Model and Their Value Delivered: A New Approach in the Business Model Management
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Author(s): Alisson Duarte (Universidade FUMEC, Brazil)
Copyright: 2019
Pages: 20
Source title:
Handbook of Research on Business Models in Modern Competitive Scenarios
Source Author(s)/Editor(s): George Leal Jamil (Informações em Rede e Consultoria Ltda., Brazil), Liliane Carvalho Jamil (Independent Researcher, Brazil), Cláudio Roberto Magalhães Pessoa (FUMEC University, Brazil)and Werner Silveira (Philharmonic Orchestra of Minas Gerais, Brazil)
DOI: 10.4018/978-1-5225-7265-7.ch014
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Abstract
Business models are an important basis for defining how companies structure the way they create, deliver, and capture value. It is an important business management activity, but it often does not receive due attention from the executives of the brands. This gap promotes, frequently, incongruities between companies' business models and what they deliver to their consumers. The lack of resources to evaluate business models and a clear understanding of how to do this activity might be as reasons for the lack of the business models' management. Thus, this chapter approaches a study about the use of a management oriented by the design. This approach can be a relevant guide the efforts in the evaluation and rebalancing between business model of the brands and their deliverables (products and services).
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