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The business press is full of examples of how firms use business models to identify and frame or reshape new markets. Yet to-date the understanding of how business models affect market-making has not received much consideration by the marketing literature. This papers sets out to explore the use of business models in market-making through an assimilation of the business model and market-making literatures and the examination of an illustrative case heralded in the media as the 'Way forward for market making' - Nintendo.
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