Business Models in the Digital Transformation Era

• Published in: Business Models pp. 13 - 32
• Main Authors: Okano, Marcelo T., Inoue, Patricia K., Simões, Eliane A., Ribeiro, Rosinei Batista
• Format: Book Chapter
• Language: English
• Published: United Kingdom CRC Press 2021; Auerbach Publishers, Incorporated
• Edition: 1
• Subjects: Describes Content Analysis; Transforming Business Processes; Business Models; Digital Transformation; Roc Curve; Atlas Software; Le Coq; Digital Companies; Business Processes; Agile Methods; Dynamic Business Conditions; Adaptive Software Development; business model; agile methodology; Business Model Work; Kendall Tau Correlation; Agile Manifesto; Agile Methodologies; Business Reinvention Process; Digital Transformation Initiatives; Indian Multinational Company; Friedman Rank Test; Digital Business; Evident Attitudes; Platform Business Models
• ISBN: 9780367530457; 0367530457; 9780367862794; 0367862794
• DOI: 10.1201/9781003018124-2

Information and communication technologies (ICTs) are providing new scenarios for companies that were previously not possible, requiring companies to reformulate or create new business models. The big challenge for managers is to make sure their organizations are ready for this digital transformation. Some authors consider that business models are not enough to analyze these new scenarios. The purpose of this research is to evaluate whether business models are capable of evaluating the scenarios of digital transformation. For the research methodology, we use the attributes of business models as indicators. In the bibliographic research, we find the frameworks presented by Kübel and Zarnekow. The first examines the proposed dimensions of value, architecture, network, and finance, and the second examines the attributes on platforms and marketplaces. The sample was three digital IT services companies using platforms or marketplaces. The results showed that business models are able to identify the following elements: value proposition, which refers to how organizations create value for their customers; and value architecture, which represents how an organization's capabilities and core competencies are configured to create and deliver value to customers. The contribution is to demonstrate how business models are able to analyze the scenarios of digital transformation through business models. Information and communication technologies (ICTs) are providing new scenarios for companies that were previously not possible, requiring companies to reformulate or create new business models. The big challenge for managers is to make sure their organizations are ready for this digital transformation. Digital transformation is profoundly changing how value is captured and created, the new companies with new and innovative business models are born, and existing companies must rethink their business models to become digital. The importance of the business model has also been highlighted in the study by Zott et al. (2011) where the authors state that since 1995 there have been at least 1,177 articles published in peer-reviewed academic journals, in which the notion of business model is addressed. To support and better understand the subject, bibliographical research was elaborated on the main themes involved that were digital companies, digital transformation, agile methodology, and business models, which composed the phase of the theoretical framework.