Business Model As An Institution: The Case Of First Iranian Public Private Partnership In Healthcare Industry

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Executive Summary

As a result of the author's first year PhD in Marketing Department Lancaster University, this paper proposal outlines a theoretical underpinning of new approach to study of business models concept by the means of Actor-Network theory. Reviewing the literature, and identifying different perspective in defining business models, the paper shows the inherent dynamics of business models. In attempt to reach a convergence in theory and practice of business model and based on sociology of translation a theoretical framework is offered which encompasses five distinctive moments: business model as a simple actant, business model as an actant with association, business model as a market device, business model as a boundary object, and business model as an institution.

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