Business model target map based on grounded theory methodology

Business model target map based on grounded theory methodology

Yafu XuXiaozhang Zhao Weihong Wang 

Glorious Sun School of Business and Management, Donghua University, Shanghai 201620, China

Corresponding Author Email:
DOI: 10.18280/eesrj.050104
6 November 2017
25 March 2018
31 March 2018
| Citation



This paper attempts to make an accurate definition of business model and clearly identify its elements. To this end, the classical grounded theory was adopted and six experts on business model were invited to receive in-depth interviews. In this way, the author worked out the definition of business model and find out its key elements. Moreover, a new business model target map (BMTM) was plotted to depict the elements and the relationship among these elements. Besides, the BMTM also verifies the relationship between the model and strategy and target market. The research findings provide a clear guideline for business model design.


business model, business model target map, grounded theory methodology

1. Introduction
2. Grounded Theory Methodology
3. Business Model Definition and Elements Based on Grounded Theory
4. Theoretical Analysis of The BMTM
5. Conclusions

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