The author proposes the concept of the company’s business model restructuring based on innovation marketing. He did explore the possibility of integrating the strengths of modern marketing approaches into the toolkit of innovation marketing while restructuring the business model. The author has ascertained that during the restructuring process it is necessary to take into account the time factor: the stages of the lifecycle of the company, the business model and products (innovations), on the basis of which the strategic and operational goals are chosen: changing the actual business model or developing a fundamentally new one.
Keywords: restructuring; business model; innovation marketing; company lifecycle; business model lifecycle; product lifecycle.
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https://doi.org/10.24151/2409-1073-2018-1-27-36