Advertisement

Digitization Driven Design – A Guideline to Initialize Digital Business Model Creation

  • Tobias GreffEmail author
  • Christian Neu
  • Denis Johann
  • Dirk Werth
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 319)

Abstract

As a megatrend, the so-called Digital Transformation describes the entire potential of new technologies in economy. Thereby new approaches are needed to reveal this potential for companies. Looking at the literature a structured guideline is missing to reveal this potential by developing new digital business models (DBM) from the scratch. Therefore, this paper develops a structured framework to create ideas for DBMs. It contributes to business research by improving the initiation of digital reengineering. The resulting framework is called the Digitization Driven Design model (=D3 model). The application of this approach is described with a consulting-company use case. Initial evaluations show the first promising expert feedbacks and possibilities for future research.

Keywords

Digitization Driven Design D3-model Digital business model engineering DBM design DBM creation 

References

  1. 1.
    Kane, G.C., Palmer, D., Philips Nguyen, A., Kiron, D., Buckley, N.: Strategy, not technology, drives digital transformation. MIT Sloan Manag. Rev. 27, 1–27 (2015)Google Scholar
  2. 2.
    Kalakota, R., Oliva, R.A., Donath, B.: Move over, e-commerce. Mark. Manag. 8, 22–32 (1999)Google Scholar
  3. 3.
    Andal-Ancion, A., Cartwright, P., Yip, G.S.: The digital transformation of traditional business. MIT Sloan Manag. Rev. 44, 34–41 (2003)Google Scholar
  4. 4.
    Johnson, M.W., Christensen, C.M., Kagermann, H.: Reinventing your business model. Strategy 86, 57–68 (2008)Google Scholar
  5. 5.
    Bärenfänger, R., Otto, B.: Proposing a capability perspective on digital business models. In: 2015 IEEE 17th CBI, pp. 17–25. IEEE (2015)Google Scholar
  6. 6.
    Scheer, A.-W.: Thesen zur Digitalisierung. In: Abolhassan, F. (ed.) Was treibt die Digitalisierung?: Warum an der Cloud kein Weg vorbeiführt, pp. 49–61. Springer, Wiesbaden (2016).  https://doi.org/10.1007/978-3-658-10640-9_4CrossRefGoogle Scholar
  7. 7.
    Zott, C., Amit, R.: Business model design: an activity system perspective. Long Range Plan. 43, 216–226 (2010)CrossRefGoogle Scholar
  8. 8.
    Alexander, O., Yves, P.: Business model generation. Bus. Model Canvas Explan. Concept Bus. Model Canvas 89–107 (2010)Google Scholar
  9. 9.
    Zeng, Q., Li, X.: Evolution of E-business transformation strategy: a four dimension model. In: 2008 International Conference on Service Systems and Service Management, pp. 1–5. IEEE (2008)Google Scholar
  10. 10.
    Im, K., Cho, H.: A systematic approach for developing a new business model using morphological analysis and integrated fuzzy approach. Expert Syst. Appl. 40, 4463–4477 (2013)CrossRefGoogle Scholar
  11. 11.
    El Sawy, O.A., Pereira, F.: Digital business models: review and synthesis. In: Business Modelling in the Dynamic Digital Space. SDS, pp. 13–20. Springer, Heidelberg (2013).  https://doi.org/10.1007/978-3-642-31765-1_2
  12. 12.
    DaSilva, C.M., Trkman, P.: Business model: what it is and what it is not. Long Range Plan. 47, 379–389 (2014)CrossRefGoogle Scholar
  13. 13.
    Burkhart, T., Krumeich, J., Werth, D., Loos, P.: Analyzing the business model concept—A comprehensive classification of literature. In: Thirty Second International Conference on Information Systems, pp. 1–19 (2011)Google Scholar
  14. 14.
    Timmers, P.: Business models for electronic markets. Electron. Mark. 8, 3–8 (1998)CrossRefGoogle Scholar
  15. 15.
    Al-Debei, M.M., El-Haddadeh, R., Avison, D.: Defining the business model in the new world of digital business. In: Proceedings of Americas Conference on Information Systems, pp. 1–11 (2008)Google Scholar
  16. 16.
    Veit, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Kundisch, D., Leimeister, J.M., Loos, P., Spann, M.: Business models. Bus. Inf. Syst. Eng. 6, 45–53 (2014)CrossRefGoogle Scholar
  17. 17.
    Dubey, A., Wagle, D.: Delivering software as a service. McKinsey Q. 6, 1–12 (2007)Google Scholar
  18. 18.
    Teece, D.J.: Business models, business strategy, and innovation. http://www.sciencedirect.com/science/article/pii/S002463010900051X
  19. 19.
    Fini, A.: The technological dimension of a massive open online course: the case of the CCK08 course tools. Int. Rev. Res. Open Distrib. Learn. 10, 1–26 (2009)Google Scholar
  20. 20.
    Berman, S.J.: Digital transformation: opportunities to create new business models. Strateg. Leadersh. 40, 16–24 (2012)CrossRefGoogle Scholar
  21. 21.
    Weill, P., Woerner, S.L.: Optimizing your digital business model. MIT Sloan Manag. Rev. 54, 71–78 (2013)Google Scholar
  22. 22.
    Herbert, J., Thurman, N.J.: Paid content strategies for news websites: an empirical study of British newspapers’ online business models. Journal. Pract. 1, 37–41 (2007)Google Scholar
  23. 23.
    Scott, D.M.: The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Wiley, Hoboken (2015)CrossRefGoogle Scholar
  24. 24.
    Slywotzky, A.J.: Value Migration: How to Think Several Moves Ahead of the Competition. Harvard Business School Press, Brighton (1996)Google Scholar
  25. 25.
    Slywotzky, A.J., Morrison, D., Weber, K.: How Digital is Your Business?. Crown Business, New York (2001)Google Scholar
  26. 26.
    Baier, M., Carballo, J.E., Chang, A.J., Lu, Y., Mojsilovic, A., Richard, M.J., Singh, M., Squillante, M.S., Varshney, K.R.: Sales-force performance analytics and optimization. IBM J. Res. Dev. 56, 8:1–8:10 (2012)CrossRefGoogle Scholar
  27. 27.
    Lavalle, S., Lesser, E., Shockley, R., Hopkins, M.S., Kruschwitz, N.: Big data, analytics and the path from insights to value. MIT Sloan Manag. Rev. 52, 21–32 (2011)Google Scholar
  28. 28.
    Wong, C.A., Laschinger, H.K.S.: Authentic leadership, performance, and job satisfaction: the mediating role of empowerment. J. Adv. Nurs. 69, 947–959 (2013)CrossRefGoogle Scholar
  29. 29.
    Brynjolfsson, E., Hu, J.Y., Rahman, M.S.: Competing in the age of omnichannel retailing. MIT Sloan Manag. Rev. 1, 23–29 (2013)Google Scholar
  30. 30.
    Milovanović, G., Milovanović, S., Spasić, T.: The role of contemporary web technologies in supply chain management. Ekon. J. Econ. Theory Pract. Soc. Issues 62, 43–58 (2016)Google Scholar
  31. 31.
    Yozgat, U., Demirbağ, O., Şahin, S.: The impact of knowledge sharing and partnership quality on outsourcing success. Int. Proc. Econ. Dev. Res. 63, 50 (2013)Google Scholar
  32. 32.
    Chesbrough, H., Schwartz, K.: Innovation business models with co-development partnerships. Res. Technol. Manag. 50, 55–59 (2007)CrossRefGoogle Scholar
  33. 33.
    Rai, A., Patnayakuni, R., Seth, N.: Firm performance impacts of digitally enabled supply chain integration capabilities. MIS Q. 30, 225–246 (2006)CrossRefGoogle Scholar
  34. 34.
    Swafford, P.M., Ghosh, S., Murthy, N.: Achieving supply chain agility through IT integration and flexibility. Int. J. Prod. Econ. 116, 288–297 (2008)CrossRefGoogle Scholar
  35. 35.
    Ismail, S.: Exponential Organizations: Why New Organizations are Ten Times Better, Faster, and Cheaper than Yours. Diversion Books, New York (2014)Google Scholar
  36. 36.
    Rochet, J.-C., Tirole, J.: Platform competition in two-sided markets. J. Eur. Econ. Assoc. 1, 990–1029 (2003)CrossRefGoogle Scholar
  37. 37.
    Flynn, M., Dooley, L., O’Sullivan, D., Cormican, K.: Idea generation for organisational innovation. Int. J. Innov. Manag. 7, 417–442 (2003)CrossRefGoogle Scholar
  38. 38.
    Peffers, K., Tuunanen, T., Rothenberger, M., Chatterjee, S.: A design science research methodology for information systems research. J. Manag. Inf. Syst. 24, 45–77 (2007)CrossRefGoogle Scholar
  39. 39.
    El Bassiti, L., Ajhoun, R.: Toward an innovation management framework: a life-cycle model with an idea management focus. Int. J. Innov. 4, 551–559 (2013)Google Scholar
  40. 40.
    Kayaoglu, N.: A Generic Approach for Dynamic Business Model Evaluation. Technische Universität, Berlin (2013)Google Scholar
  41. 41.
    Werth, D., Greff, T., Scheer, A.-W.: Consulting 4.0 - Die Digitalisierung der Unternehmensberatung. HMD Prax. der Wirtschaftsinformatik 53, 55–70 (2016)CrossRefGoogle Scholar
  42. 42.
    Johann, D., Greff, T., Werth, D.: On the effect of digital frontstores on transforming business models - concept and use-case from the consulting industry. In: Proceedings of the BMSD 2016, pp. 54–63 (2016)Google Scholar
  43. 43.
    Werth, D., Zimmermann, P., Greff, T.: Self-service consulting : conceiving customer-operated digital IT consulting services. In: Twenty-Second Americas Conference on Information Systems, San Diego (2016). Full PaperGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Tobias Greff
    • 1
    Email author
  • Christian Neu
    • 1
  • Denis Johann
    • 1
  • Dirk Werth
    • 1
  1. 1.AWS-Institute for Digitized Products and ProcessesSaarbrückenGermany

Personalised recommendations