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Auf dem Weg zum digitalen Geschäftsmodell

„Tour de Force“ von der Vision des digitalisierten Unternehmens zum disruptiven Potenzial digitaler Plattformen

Towards a Digital Business Model

„Tour de Force“: From the Vision of a Digital Company to the Disruptive Potential of Digital Platforms

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Zusammenfassung

Im Zeitalter der Digitalisierung verändern sich traditionelle produktorientierte Geschäftsmodelle in signifikanter Weise. Der vorliegende Artikel bildet den Grundlagenbeitrag für die aktuelle Ausgabe der Praxis der Wirtschaftsinformatik. Er liefert Erläuterungen zu Geschäftsmodellen einerseits und Basistechnologien der digitalen Transformation andererseits. Ausgehend von der Vision des datengetriebenen Unternehmens und einem Referenzprozess der digitalen Transformation werden Auswirkungen auf das Geschäftsmodell beschrieben, die Bedeutung unternehmerischer Ökosysteme herausgearbeitet sowie die Rolle digitaler Plattformen in solchen Ökosystemen und deren disruptives Potenzial für die Wirtschaft erläutert. Abschließend werden Handlungsempfehlungen für die Praxis und die Wissenschaft dargestellt. Die Ausführungen basieren zum einen auf existierender wissenschaftlicher Literatur und zum anderen auf den in den vergangenen Jahren am Bamberger Kompetenzzentrum für Geschäftsmodelle in der digitalen Welt durchgeführten Forschungsarbeiten. Sie sollen als Rahmenwerk dienen und dabei helfen, die einzelnen Beiträge dieser Ausgabe in einen Gesamtkontext zu setzen.

Abstract

Digitalization implies significant and often intransparent changes to traditional, product-oriented business models. This article forms the basis for the current issue of Praxis der Wirtschaftsinformatik by outlining the concept of business models in general, and introducing basic technologies for digital transformation. Starting from the vision of a data driven company and based on a reference process of digital transformation, the effects of digital transformation on business models are presented. Subsequently, the concept of business ecosystems is introduced, highlighting the role of digital platforms in such ecosystems and explaining their disruptive potential for the economy. Finally, the implications of this study for practice and research are presented.

The content of this article is based on extant scientific literature, as well as on findings from activities conducted within the “Research Center for Business Models in the Digital World” in Bamberg, Germany. The article serves as a framework for the following proceedings, embedding them in a broader context.

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Authors and Affiliations

  1. Sozial- und Wirtschaftswissenschaftliche Fakultät, Lehrstuhl Supply Chain Management, Otto-Friedrich Universität, Feldkirchenstraße 21, 96052, Bamberg, Deutschland

    Alexander Pflaum

  2. Fraunhofer Arbeitsgruppe für Supply Chain Services SCS, Nordostpark 93, 90411, Nürnberg, Deutschland

    Alexander Pflaum & Esther Schulz

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  1. Alexander Pflaum
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  2. Esther Schulz
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Correspondence to Alexander Pflaum or Esther Schulz.

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Pflaum, A., Schulz, E. Auf dem Weg zum digitalen Geschäftsmodell. HMD 55, 234–251 (2018). https://doi.org/10.1365/s40702-018-0401-2

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