고객-자원 관점에서의 비즈니스 모델 혁신 연구: Amazon.com 사례

As the business environment changes, the speed of technological development accelerates and competition between companies intensifies, securing a competitive advantage and sustainable growth are topics of interest not only to firms but also to academia. In the meantime, the research on business model and business model innovation has been continuously increasing by academics, and the importance and necessity of business model innovation have been extensively studied. However, more specific and empirical case studies on how business model innovation has been applied have been relatively uncommon. This study proposed the ‘BMI Customer-Resource matrix’ framework by paying attention to factors that determine business model innovation from the perspective of customers and resources and classified them into four types. To verify the usefulness of the framework, a case study was conducted using the BMI Customer-Resource matrix for 14 business models of Amazon.com, a global company that has most actively implemented BMI. In addition, through five propositions derived, practical implications were presented to corporate executives and middle managers on how a company set up BMI strategy.