Markets, business models and growth of the firm.
The business press is full of examples of how firms use business models to identify and frame or resha pe new markets. Yet to-date our understanding of how busi ness models affect market-making has not received much consideration by the marketing literature. This pa pers sets out to explore the use of business models in market-making through an assimilation of the business model and market-making literatures and the examination of an illustrative case heralded in the media as the ‘way forward for market making’ ‐ Nintendo. The paper concludes by considering the implications of business models as a tool for market-making and its implications for the way we think about the growth of the firm.