Firm Business Models, Internationalisation, and Marketing: The Role of Context

Deusdedit Rwehumbiza, Marin Marinov

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review


The present ambiguity concerning the role of business models in marketing poses challenges to the understanding of how extant knowledge about business models impacts marketing. Business models can present the rationale of a firm and its international operations in a holistic approach. Markets worldwide present a broad array of prospects for firms from emerging economies. Business models empower firms to attain greater competitiveness in their home markets and augment their market reach worldwide. Standardisation and adaptation of marketing are important choices when considering operations in foreign markets. Supporters of internationalisation argue that there are overwhelming differences among countries and even between regions in one and the same country. Extant literature acknowledges that the marketing mix plays a vital role in implementing marketing successfully in various national contexts. Affordability relates to customers’ ability to pay a given price for the product or service.

Original languageEnglish
Title of host publicationBusiness Models and Firm Internationalisation
EditorsChristian Nielsen, Svetla T. Marinova, Marin A. Marinov
Number of pages20
Publication date22 Dec 2021
ISBN (Print)9781032068756, 9781032068794
ISBN (Electronic)9781003204268
Publication statusPublished - 22 Dec 2021
SeriesRoutledge Frontiers in the Development of International Business, Management and Marketiting


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