Emerging business models in settled contexts

Pirjo Yli-Viitala, Sami Alvar Berghäll, Jari Kuusisto, Stephen Flowers

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review


Two in-depth case studies are presented that explore the development of new business models in settled contexts. These cases provide very different responses to the strategic and operational challenges that are present in the two contexts – one a traditional agricultural sector, the other a mobile telecommunications service provider. The Finnish forest industry is an example of a very mature and stable extractive industry that has changed little over many decades and has very clear structures around ‘user’ and ‘producer’. The second case in this chapter – giffgaff – is an example of how a new entrant to the mature mobile telephony service market in the UK reimagined the service model and drew in its users to help provide core aspects of its sales, marketing and customer services.
Original languageEnglish
Title of host publication Capturing the Innovation Opportunity Space : Creating Business Models with New Forms of Innovation​
EditorsStephen Flowers, Martin Meyer, Jari Kuusisto
Number of pages24
PublisherEdward Elgar
Publication date28 Jul 2017
Article number7
ISBN (Print)9781783475513
ISBN (Electronic)9781783475520
Publication statusPublished - 28 Jul 2017
MoE publication typeA3 Book chapter

Fields of Science

  • 512 Business and Management
  • Innovatio, Opportunity Space

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