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The HIT-ECM framework considers how high-tech entrepreneurs capitalize on their capabilities and use innovative marketing strategies to sell their high-tech solutions under unpredictable conditions and limited resources.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>From a managerial perspective, HIT-ECM poses five questions managers should ask themselves when they adopt content marketing and integrate it into their existing business models: how can content create value, how novel content development activities reflect on innovating the business model, how will content development reflect on the business model structure, who is involved and what are the revenue streams of content development.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This is an original paper that presents the HIT-ECM framework for high-tech entrepreneurs to use content marketing and capture customer value through every aspect of their business operations, as well as updating and innovating their business models.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jrim-03-2016-0022","type":"journal-article","created":{"date-parts":[[2017,6,29]],"date-time":"2017-06-29T19:07:45Z","timestamp":1498763265000},"page":"296-311","source":"Crossref","is-referenced-by-count":25,"title":["High-tech entrepreneurial content marketing for business model innovation"],"prefix":"10.1108","volume":"11","author":[{"given":"Dina","family":"Mansour","sequence":"first","affiliation":[]},{"given":"Hortensia","family":"Barandas","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020120606411014200_ref001","volume-title":"Internet Business Models and Strategies","year":"2001"},{"issue":"6\/7","key":"key2020120606411014200_ref002","first-page":"439","article-title":"Value creation in E-business","volume":"22","year":"2001","journal-title":"Strategic 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