Title: Canvassing competitive advantage through key dimensions of business model

Authors: Heena Chauhan; Anjani K. Singh

Addresses: Amity Business School, Amity University, Sector – 125 Noida, Uttar Pradesh, India ' Amity Business School, Amity University, Sector – 125 Noida, Uttar Pradesh, India

Abstract: The objective of this research paper is to examine the organisational orientation towards its customers, employees, market and key partners in canvassing competitive advantage. This paper is a theoretical exploration based on a literature review. The extant review of the literature was conducted using database such as EBSCO, Emerald, Inderscience, Science Direct, Sage, etc. Theoretical studies revealed that these four key dimensions of the business model have significant contribution in canvassing competitive advantage. It is found that focused approach towards these four dimensions of business model play a significant role in canvassing competitive advantages. This study recommends to the practicing manager to pay attention to customer satisfaction and retention, development and satisfaction of employee, explore updated information of market trends and maintain long-term relationship with key channel partners. This study contributes in terms of developing holistic understanding towards competitive advantage through four key dimensions of a business model. A number of researchers explored the business model with the competitive advantage but this study is focused on four key dimensions of the business model in canvassing competitive advantages.

Keywords: customer orientation; market orientation; key partners; competitive advantage; sustainable competitive advantage.

DOI: 10.1504/IJBG.2018.10016954

International Journal of Business and Globalisation, 2021 Vol.29 No.2, pp.149 - 162

Received: 13 Jun 2018
Accepted: 09 Sep 2018

Published online: 18 Oct 2021 *

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