David Elmes (University of Warwick)

Where development of the business model typology identifies successful or unsuccessful business models, an in-depth case study approach will be used to identify how companies succeed or fail to build their understanding of customer needs and behaviours, develop relationships with those customers and provide propositions that customers adopt.

This phase of the project will monitor the development and progress of selected firms representing different categories in the business model typology. Where 1st Wave solutions are adopted in the marketplace within the timescale of the centre's activities, we will observe their progress in particular.