Open and Linked Data in Business: Disruptive Marketing Mix 3.0

  • Milena Yordanova Krumova Technical University - Sofia
  • Lyudmila Blagoeva Paunova Technical University - Sofia
  • Stefka Stanislavova Yotova Technical University - Sofia


This research aims to explain how the use of Open and Linked Data impacts the business practices. Building business based on Open Data may seem counterintuitive, but new models such as Marketing 2.0/3.0 are emerging with greater frequency and demonstrate integration of Open Data into business operations in a useful, profitable manner.

The paper starts with state of the art about using Open Data in business. The next part  explains Linked Data and then presents case studies about some frequently used Open Data in business practices. The paper discusses the opportunities for integration of Open and Linked Data towards sharing marketing information, and proposes a conceptual Disrupting Marketing Mix 3.0 Model, adopting the Business 3.0 approach.

Highlighting the increasing role of Linked Open Data and pointing out potential benefits and risks, the paper analyses smart innovative practices and is a source of innovation itself.

Author Biographies

Milena Yordanova Krumova, Technical University - Sofia

Milena holds Ph.D in Economics and Ph.D in Electrical Engineering, Electronics and Automation from the TU ΓÇô Sofia. She is an assistant professor at TU - Sofia. She has been participated in many research projects and have been published more than 50 scientific papers as an author and co-author. She is a member of Bulgarian Centre of Women in Technology. During the last 5 years, more than 2000 TU-Sofia students have been participated in an innovative learning scenario 2.0 model with the use of interactive media tools and applications (Learning 2.0). Currently, her research interests are in the field of open data, cloud technologies and data analytics.

Lyudmila Blagoeva Paunova, Technical University - Sofia

Lyudmila have graduated bachelor degree in Business Administration at the TU - Sofia. Now, she stud Master degree in ERP systems at the TU-Sofia. She is author and co-author of some scientific publications in the field of Marketing, she has participated in International Scientific Conferences in Management and Engineering. She took part in forums for Entrepreneurship and was a volunteer for NASA International Space Apps Challenge in Bulgaria (2014 – 2016). 

Stefka Stanislavova Yotova, Technical University - Sofia

Currently, Stefka is a Master degree student in the field ERP systems at the TU-Sofia. During her bachelor studies in Business Administration, she was a co-author of some scientific research papers, published in the journal of the International Scientific Conference in Management and Engineering, organized by the TU - Sofia. She has taken part in youth projects related to Social entrepreneurship (Lithuania) and Seizing Business Opportunities in Towns (Slovakia).


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How to Cite
KRUMOVA, Milena Yordanova; PAUNOVA, Lyudmila Blagoeva; YOTOVA, Stefka Stanislavova. Open and Linked Data in Business: Disruptive Marketing Mix 3.0. Journal of Management and Innovation, [S.l.], v. 3, n. 1, apr. 2017. ISSN 2378-5713. Available at: <>. Date accessed: 21 mar. 2018. doi:


Open Data, Linked Data, Business, Model, Marketing