Integrating international marketing strategy into the business model framework

Abstract

The introduction of business design thinking triggered by the progress in the theory of technology entrepreneurship and startup experimentation has caused the recent shift of business management focus to the issues of value creation and delivery. This was followed by the rise of studies on the role of business models in firm internationalization as well as business model innovation through industry 4.0. Simultaneously value proposition is at the core of the modern marketing paradigm. Yet, the value proposition is not considered as a distinct element of the marketing strategy. We suggest that highlighting the value proposition within the typical international marketing strategy would make it operational for its further integration into the business model frameworks.