Using an anthropological interpretation, this essay presents the Business Model as a myth that has been institutionalized by a collective group of stakeholders. The myth allows them to become coordinated, especially when their number increases. What brings them all together is shared values...

In spite of its development, its width and its consequences on firms and brands, counterfeiting has received scarce attention in marketing research. The purpose of this article is to address counterfeiting from a consumer behavior standpoint. Based on a review of the relevant literature, an...

Using cinema in the pedagogy of entrepreneurship can be useful to illustrate the process and dy-namics of the Business Model in a limited time. Here, the movie La La Land is used as a case study to analyze the links and the alignment between the value proposition and the other components of the...