Introduction: the ontological discussion
The conceptual framework of green, recyclable branded merchandise is closely aligned to the concepts of sustainability both economic and ecological. Thus, the mismatch between the professed, intended and actual purpose of this design item was rendered aesthetically flawed by this respondent due to its unsustainable nature and tactical purpose. Business models relate to such coherence between the overall strategy, tactics and the specific use of value-driven solutions. The branding experience forms part of the business models developed by Serrano Brothers in cooperation with clients reflecting the considerable impact of Hartley. The tactical effects of business models should therefore be examined through value exchange, in advance of development and design planning processes that run concurrently with business model implementation. The role of interaction here is twofold: as a value concept in itself and the value-catalyst character of knowledge and communications management.