Digital Business Models: Driving Transformation and Innovation

280 Pages·2019·4.02 MB·English

by  Annabeth Aagaard

Edited by
Annabeth Aagaard
Digital Business
Models
Driving Transformation
and Innovation
Digital Business Models
Annabeth Aagaard
Editor
Digital Business
Models
Driving Transformation and
Innovation
Editor
Annabeth Aagaard
Aarhus University
Risskov, Denmark
ISBN 978-3-319-96901-5 ISBN 978-3-319-96902-2 (eBook)
https://doi.org/10.1007/978-3-319-96902-2
Library of Congress Control Number: 2018959874
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About the Book
By Editor-in-Chief
Annabeth Aagaard
Centre Director, Associate Professor, PhD
Aarhus University, Denmark
The Internet of Things (IoT) is expected to generate $14 trillion in reve-
nue in the next decade from 2010–2020 (Bort 2013), and with the inte-
gration of IoT and digitalization, companies suddenly have access to Big
Data to be explored in developing existing and new businesses, processes,
networks, and ecosystems. Even though IoT technologies have been
available for more than ten years, managers are still in need of innovative
business models to monetize IoT-enabled markets. Digital transforma-
tion is affecting every business sector, and as investor capital, top talent,
and customers shift toward network-centric organizations, the perfor-
mance gap between early and late adopters is widening. New, scalable,
digitally networked business models—for example those of Amazon,
Google, Uber, and Airbnb—are impacting on growth, scale, and profit
potential for companies in every industry (Libert et al. 2016).
The timing and requests for publications on digital business models
(DBMs) have never been better. The first wave of books on digital trans-
formation and case-based go-to guidelines aimed at managers and
v
vi About the Book
investors has left a void and calls for a new wave of research-based pub-
lications on DBMs and digital business development aimed at universi-
ties, lecturers, and students. The aim of this book is therefore to help fill
this void and to present one of the first research- and case-based text-
books on DBMs targeting international universities and learning orga-
nizations and their lecturers/professors and students.
A key contribution of this book is to explore models, theories, and
company practices to contribute to our knowledge of how companies,
organizations, and networks can design, implement, and apply DBMs, as
this is stressed as an insufficiently researched area by a number of authors
(Westerman et  al. 2014; Raskino and Waller 2015; Rogers 2016;
Berendsen and Beckett 2017). Another contribution of this book is to
view DBMs in different contexts, as digitalization can take on different
forms and be integrated in a number of ways with very different objec-
tives, potentials, and outputs depending on the specific context. Finally,
a further main objective and contribution is to investigate the theoretical
concepts of DBMs to enable further development and research among
academic communities and hopefully to inspire existing companies and
start-ups to explore and seize digital opportunities while prospering from
digital networks, processes, and platforms in building new and better
business models for the future.
While this volume focuses on the potentials of DBMs from a theoreti-
cal and research-based approach, the question is also highly relevant for
practitioners, as the effective adoption of DBMs needs to be actively
managed to create customer value, networks while creating new markets,
businesses, and optimizations. The book therefore also seeks to explain
and explore how companies build their organizations, strategies, pro-
cesses, and networks to ensure successful design, integration, and man-
agement of new DBMs throughout the value chain and ecosystem of the
company and organization.
The majority of the existing literature emphasizes digital transforma-
tion and the technical aspects of digitalization, and does not pay atten-
tion to DBMs and digital business development. Digital Business
Models—Driving Transformation and Innovation explores the identifica-
tion development and application of DBMs from a theoretical and
About the Book vii
empirical angle to benefit academia and students as well as industry and
organizations. Thus, the publication of this book will be one of the first
international and comprehensive contributions to the field of DBMs and
DBM innovations. We hope it will help elevate and further develop the
discussion, research streams, and practices relevant to DBMs, and wish
you happy reading!
References
Bort, J. 2013. Cisco’s John Chambers Has Found a New $14 Trillion Market.
Retrieved May 12, 2015, from:  http://www.businessinsider.com/
ciscos-john-chambers-has-found-a-new-14-trillion-market-2013-5
Berendsen, G., and R.C. Beckett. 2017. Blending Digitalization and Services in
Business Model Innovation. In Conference Paper. 18th International CINet
Conference, Potsdam, Germany, September 10–12, 2017.
Libert, B., M. Beck, and J. Wind. 2016. How to Navigate a Digital
Transformation. Harvard Business Review, June 22.
Raskino, M., and G. Waller. 2015. Digital to the Core: Remastering Leadership for
Your Industry, Your Enterprise, and Yourself. Brookline: Taylor and Francis.
Rogers, D.L. 2016. The Digital Transformation Playbook: Rethink Your Business
for the Digital Age. New York: Columbia Business School Publishing.
Westerman, G., D. Bonnet, and A. McAfee. 2014. Leading Digital – Turning
Technology into Business Transformation. Boston: HBR Press.
Contents
1 The Concept and Frameworks of Digital Business Models 1
Annabeth Aagaard
2 The Internet of Things as Driver for Digital Business
Model Innovation 27
Mirko Presser, Qi Zhang, Anja Bechmann, and Michail J.
Beliatis
3 Value Creation for Intelligent Connected Vehicles: An
Industry Value-Chain Perspective 57
Xiangxuan Xu
4 Digitization of Value Chains and Ecosystems 81
Srdjan Krčo, Rob van Kranenburg, Miloš Lončar, Xenia
Ziouvelou, and Frank McGroarty
5 How Business Value Is Extracted from Operational Data:
A Case Study 117
Zsolt Ugray, David Paper, and Jeffrey Johnson
ix
x Contents
6 Digital Business Model Innovation: Implications for
Offering, Platform and Organization 147
Johan Simonsson and Mats Magnusson
7 Service Markets: Digital Business Models and
International Expansion 169
Robert Wentrup and Patrik Ström
8 The Impact of the European General Data Protection
Regulation (GDPR) on Future Data Business Models:
Toward a New Paradigm and Business Opportunities 201
Sébastien Ziegler, Emilia Evequoz, and Ana Maria Pacheco
Huamani
9 Prosumers’ Digital Business Models for Electric Vehicles:
Exploring Microfoundations for a Balanced Policy
Approach 227
Saku J. Mäkinen, Jussi Valta, Kirsi Kotilainen, and Ulla A.
Saari
10 Summary and Concluding Remarks 255
Annabeth Aagaard
Index 261
Notes on Contributors
Annabeth Aagaard is an Associate Professor at Aarhus University in Denmark,
where she teaches and researches in strategic business development, digital and
sustainable business models, and open innovation. She is the Centre Director of
Centre for Business Development that bridges research between digital tech-
nologies and business development. Furthermore, she is the CEO and owner of
a consultancy company, KnowledgeHouse, which has designed and imple-
mented strategies and management strategies among top 100 companies in
Scandinavia. She has 20 years of experience working in these fields drawing on
her experiences in the academic, public, and private sectors, where she was for-
merly a manager and management specialist. She has published nine textbooks
and management handbooks, and numerous scientific and public articles on
management, business models, innovation, and sustainability in scientific
journals, including Journal of Product Innovation Management, Creativity &
Innovation Management, and the Scandinavian Journal of Management. She is
currently working on a book on Sustainable Business models for Palgrave
Macmillan and is working on two national industry-sponsored projects on digi-
tal business models and two Internet of Things projects, IoT crawler and a NGI
move (Next Generation Internet) sponsored by the European Commission.
Anja Bechmann is an Associate Professor, Center Director at DATALAB—
Center for Digital Social Research & Research Fellow at Aarhus Institute of
Advanced Studies at Aarhus University in Denmark. Her research examines
data traces in digital spaces focusing currently on social media (Facebook and
xi