The Innovations and Business Models in the Marketing Channels

Abstract

The article researches innovations in the marketing channels. Collaboration of enterprises in the channels, based on the marketing relations, allowed to consider innovations in the marketing channels in terms of their development in prospects: technological, structural, of interaction. The proposed innovations allowed to research the influence of factors of external environment and of consumer tendencies on the innovative development of enterprises, based on expectations of consumers, problems of industrial development and legal problems, and also identify the innovative challenges and potential solutions. The business models in the channel are considered from the point of view of an integrated presentation of: innovations in the business model; relationship between the customer and the entire business model; resources to carry out activities; customer’s specific context to create client value; relationships and channels between the partners and the customer.

Keywords

• business models
• innovations
• marketing channel
• technological perspective
• perspective of interaction
• structural perspective