The Convergence of Content and Commerce: Exploring a New Type of Business Model

Berger Benedikt, Hess Thomas

Abstract
Media companies and retailers make increasing efforts to integrate content-oriented and commerceoriented business models online. This has led to the emergence of a new type of business model called content-driven commerce, which has yet to be examined in any depth. In this study, we adopt a phenomenon-based approach and investigate how both media companies and retailers implement content-driven commerce. Using the business model concept as a framework, we conduct a dual case study on an outdoor retailer and a gardening magazine, both of which offer products as well as content online. Our results indicate that the value proposition and the customer relationships of the companies’ online business models are similar, whereas their organizational infrastructure and revenue model differ. When pursuing content-driven commerce, media companies have to ensure not to harm their credibility, while retailers have to overcome the problem of free riding.

Keywords
e-commerce; business models; retailers; media companies; content-driven commerce