volume 26, issue 4, P361-378 2018
DOI: 10.1108/mbr-08-2017-0053
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Sunny Li Sun, Jianqiang Xiao, Yanli Zhang, Xia Zhao

Abstract: Purpose How do entrepreneurs use simple rules to build their business models? Based on an inductive study of three Chinese Internet and technology firms, the authors find that business models emerge from simple rules that entrepreneurs learn from their experience. Simple rules also guide entrepreneurs to actualize and exploit opportunities in the marketplace, and they can help business models evolve through market feedback, especially in internationalization. This paper aims to delve into the black box of ent…

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