ABSTRACT
This chapter investigates how the adoption of different business models affects what marketing researchers do.
After defining the concept of business model, it explores the dependence of different business models on marketing research and customer insight.
It investigates the implications for analysis of how business leaders use information to review and/or change business models.
It identifies that although many large firms have made large investments in customer data and customer insight, they may not use this information appropriately, particularly if a firm’s current business model is under threat, whether due to denial by senior management, the problems of changing or adapting business models or the extent to which the firm’s financial situation is based upon exploiting its current business model.
