Why business models matter -- Three business model lenses -- How the Bomgar box delivers customer value -- A ham radio company builds a superior business model -- TOMS shoes: selling a vision -- Netflix cancels the value exchange agreement -- Rent the runway: changing customer behaviors and...

Answers recent calls for scholarly study of organizational culture in a marketing context. Presents a view of the marketing concept as culture based on the organizational symbolism paradigm. Then applies this perspective through techniques for implementing the marketing concept.

This paper provides a new and simple model of endogenous horizontal product differentiation based on a standard demand structure derived from quadratic utility. One objective of the paper is to explain the “empirical Bertrand paradox” – the failure to observe homogeneous product Bertrand...