Key aspects of the digital business model design
Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 1
Abstract
The aim of the article is to define the information technology impact nature on the transformation of enterprises the digital business model; to determine features of developing enterprise digital business model; to substantiate the importance of studying the dependence of digital key elements and digital focus areas, which is the basis for identification the digital-value-drivers matrix concept. The results of the analysis. It is determined that the emergence of the digital economy has unlocked new opportunities, leading to the creation of innovations in data driven industries. New digital business models have disrupted the existing business models of established industries. While the digital economy initially stemmed from the technology sector, digital business models have begun to permeate large and small companies in a variety of sectors. The features of the development of the digital business model including the identification of the main digital elements (people, businesses, things, data, and cloud) are studied. It is explained how the effects of the paradigm shift go through the entire digital business model. The digital focus areas are described. In addition, it is graphically demonstrated the digital focus areas, which associated with components of the digital business model canvas. It is justified that in the context of digital business model design, it is important to understand how digital capabilities have specific value-generating effects that come along with digital key elements in a business context. The digital-value-drivers matrix concept, which contributes to the effective operation of the enterprise in the digital environment, is presented and visualized. In this way, value drivers associate with certain components of the digital business model canvas and, as a result, in the article it is presented a matrix that has components of the digital business model canvas as one dimension and the digital key elements as the other dimension while digital value drivers appear in the matrix elements. It is determined that the digital business model should be transient to ensure the sustainable development of the enterprise in the market. It is explained that the transition of the digital business model will not happen overnight. If the old and the new are designed to coexist, they will need to carefully manage potential conflicts and resource allocation between the two. Conclusions and direction for further research. It is determined that the digital business model needs to become a core capability for companies, with knowledge and the best practice. The five practical steps that companies can follow to rethink their digital business model are investigated. It is justified that companies need to use a continuous evaluation approach in order to devise a successful digital business model design
Authors and Affiliations
Larysa Frolova, Alona Natorina
Keywords
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- EP ID EP246642
- DOI 10.15276/mdt.1.1.2017.4
- Views 159
- Downloads 0
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