Podoynitsyna, Ksenia; Snihur, Yuliya; Thomas, Llewellyn … - In: Business models and cognition, (pp. 135-167). 2020
We investigate how Salesforce’s key people used analogies and metaphors during the deployment of their (then) radical business model innovation. Our analysis shows how Salesforce’s entrepreneurial team skillfully used a mix of analogies and metaphors to communicate its innovations and...