"The Impact of Digital Marketing on Business Growth" "Consumer Behaviour in the Digital Age: An Analysis of Marketing Strategies" "Leveraging Social Media for Successful Business Marketing" "Marketing Mix and Its Effectiveness in the

DOCTOR OF BUSINESS ADMINISTRATION




Developing a Business Model Framework: Case of an
Automotive Finance Business in China




Document Five




Submitted in Partial Fulfilment of the requirements of

Nottingham Trent University for the Degree of Doctor of Business Administration




Siyang Yang
N0354187




May 31, 2015

, Table of Content
Abstract …………………………………………………………………………………………5
Acknowledgement ……………………………………………………………………………...7
1. Introduction ……………………………………………………………………………….8
1.1 Structure of research ………………………………………….………………………8
1.2 Phase 1 and 2: Understanding the key concepts………………………………….9
1.3 Phase 3 and 4: The outcome of document 3 and 4 ……………………………...10
1.4 Moving on Phase 5: the research objective of document 5 ……………………14
2. Literature Review ………………………………………………………………………..15
2.1 Introduction ……………………………………………………..............................15
2.2 Understanding of business model …………………………………………………18
2.3 Contents of business model ………………………………………………………...23
2.4 The factors influencing business model and modelling ………………………..30
2.5 Preliminary exploration of business modelling process ………………………..37
2.6 Lambert’s Business Model Research Schema (BMRS) …………………………37
2.7 Summary of literature review……………………………….................................42
3. Research Methodology and Method ………………………………………………….44
3.1 Introduction ………………………………………………………………………….44
3.2 Research methodology ……………………………………………………………...44
3.3 Case study as research strategy …………………………………………………...46
3.4 Research method …………………………………………………………………….48
3.5 Summary ……………………………………………………………………………...50
4. Research Implementation and Finding Analysis …………………………………..51
4.1 Introduction ………………………………………………………………………….51
4.2 The implementation of SIYANG Framework in AFBC …………………………54
4.2.1 The background of AFBC Case study ……………………………………...54
4.2.2 Key indicators of evaluating SIYANG Framework implementation ……56
4.2.3 Result of the implementation ………………………………………………..59
4.3 Pre-interview to address the focus of SIYANG Framework enrichment ……..60


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, 4.4 Interview design and implementation …………………………………………….64
4.4.1 Question list …………………………………………………………………...64
4.4.2 The profile of interviewees …………………………………………………..64
4.4.3 Where and When ……………………………………………………………...65
4.5 Finding analysis and discussion of the interview ……………………………….66
4.5.1 General perception …………………………………………………………...66
4.5.2 Strength and weakness of SIYANG Framework …………………………..69
4.5.3 Focus 1: Influential factors over business model and modelling ……..71
4.5.4 Focus 2: Content of business model ……………………………………….74
4.5.5 Focus 3: Process of business modelling …………………………………..84
4.6 Summary of the research outcomes ……………………………………………….87
4.6.1 Feasibility of SIYANG Framework …………………………………………87
4.6.2 Outcome of SIYANG Framework enrichment …………………………….88
4.6.3 Reflection from early documents ……………………………………………92
5. Conclusion ……………………………………………………………………………….95
5.1 Contribution of the research………………………………………………………..97
5.2 Limitation and reservation …………………………………………………………98


Bibliography …………………………………………………………………………………100
Appendix 1: Interview Questions and Guide ……………………………………………110
Appendix 2: Sample of interview transcript ……………………………………………..112
Appendix 3: Collection grid of interview responses ……………………………………118
Appendix 4: Profile of Interviewees ………………………………………………………122
Appendix 5: Business model in automotive finance business sector …………………124


Diagrams & Tables
Diagram1.1: The research road map…………………………………………………….....9
Diagram1.2: SIYANG Framework’s development path………………………………….13
Diagram 2.1: Redefined Conceptual Framework of SIYANG Mode..…………………17
Diagram 2.2: Flows and process of Osterwalder & Pigneur’s 9 blocks model ……..29
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, Diagram 2.3: Lambert’s BMRS (2006) ……………………………………………………39
Diagram 3.1: “The Onion” diagram ……………………………………………………...44
Diagram 4.1: Roadmap of phase 5 research -- Research journey, Relationship
between research question and interview questions ……………………………………..57
Diagram 4.2: Penetration Ratio 2013 of AFBC ………………………………………….59
Diagram 4.3: Average TAT 2013 of AFBC ………………………………………….........60
Diagram 4.4: AFBC’s process of business value transaction …………………………..79
Diagram 4.5: SIYANG Framework ………………………………………………………...89
Diagram 5.1: The Research development journey ……………………………………….96


Table 2.1: Comparison of different business model concept from current literatures.19
Table 2.2: Lambert’s business model elements ………………………………………......26
Table 2.3: Porter’s Value Chain ……………………………………………………………27
Table 2.4: IBM’s business model structure and component …………………………….28
Table 3.1: Fisher’s matrix …………………………………………………………………..45
Table 4.1: Key changes on AFBC’s business model in implementation of SIYANG
Framework ……………………………………………………………………………………57
Table 4.2: Profile of Interviewees ………………………………………………………….65
Table 4.3: Influential factors over business model and modelling as a part of Theory
of SIYANG Framework ………………………………………………………………………74
Table 4.4: Original proposal on contents of business model …………………………...76
Table 4.5: Redefined content of business model as a part of SIYANG Framework …84




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