Creating Meta-Narratives: How Analogies and Metaphors Support Business Model Innovation
Podoynitsyna, Ksenia Snihur, Yuliya Thomas, Llewellyn DW Grégoire, Denis A
Podoynitsyna, Ksenia
Snihur, Yuliya
Thomas, Llewellyn DW
Grégoire, Denis A
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Publication Type
Book Chapter
Supervisor
Publication Year
2020-11-30
Journal
Book
Business Models and Cognition
Publication Volume
4
Publication Issue
Publication Begin page
135
Publication End page
167
Publication Number of pages
255
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Abstract
We investigate how Salesforce’s key people used analogies and metaphors during the deployment of their (then) radical business model innovation. Our analysis shows how Salesforce’s entrepreneurial team skillfully used a mix of analogies and metaphors to communicate its innovations and differentiate the company from its competitors. We also show how business model innovators can weave together analogies and metaphors to create distinct meta-narratives that elicited strong emotions and helped construct a memorable organizational identity that galvanized stakeholders around the firm’s ecosystem appeal. We conclude by discussing the implications of our findings for business model and cognition research.
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Keywords
50 Philosophy and Religious Studies, 35 Commerce, Management, Tourism and Services, 3507 Strategy, Management and Organisational Behaviour