Advertising Business Model Evolution on the Part of Internet and Mobile

Abstract

There are some limitations on previous research of business model to provide practical or academic idea since there are less studies in environmental evolution and interactions of business model. This research attempts to explore the evolutions of business model as a beginning step since it is impossible to systemize general perspective of business model because of enormous typo of business model. The research scope states to determine evolution of business model sorting cases of advertisement business model by the changes of elements of business model. Conventional types of advertisement has experienced numerous environmental changes in value delivery channel, and the business model of advertisement has developed along with adaption of the environmental changes. We attempt how advertisement business model has changed from what factors and whether the business model changes came from arbitrary manner or external inertia. Since there is no theoretical foundation of evolution of business model, phenomenal studies are required in order to analyze business model evolution. The research examines commonalities of cases that how business model have been changed by various business environment in order to categorize evolutions of business model. To do this, the research employed multiple case studies with exploratory manner. Based on the findings, the research suggested practical idea of what factors should a business model consider to change. That is, we expect this research can provide fundamental understandings of ecological perspective for application of business research.