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A journey towards a digital platform business model: A case study in a global tech-company

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  • Şimşek, Tolga
  • Öner, M Atilla
  • Kunday, Özlem
  • Olcay, Gökçen Arkalı

Abstract

Digital platforms force established companies to align their existing, traditional business models with the new digital business environments resulting in business model transformations and digital innovation. We explore the dynamics of business model transformations in established companies by studying a real-life business case at a global-tech company that transforms a traditional business model to a cloud-based digital IoT platform as a multi-sided, industry-wide platform business. We develop a theoretical framework with two compartments; one for observing the changes in core business model components and the other one for identifying the resisting, enabling, and driving factors affecting the transformation process. The interviews with the key informants in the business unit of the company revealed several changes that have occurred in the core business model components. The new subscription-based pricing and sales models significantly changed the way the company creates and captures value. The development and operations of the platform required new know-how and new skills, implying the importance of running the new one as a separate business model. Among other implications, our findings also highlight transformational leadership as a significant driver of business model transformation, which can be supported by establishing a business level market intelligence body undertaking the strategic management up to date in established companies.

Suggested Citation

  • Şimşek, Tolga & Öner, M Atilla & Kunday, Özlem & Olcay, Gökçen Arkalı, 2022. "A journey towards a digital platform business model: A case study in a global tech-company," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    • Handle: RePEc:eee:tefoso:v:175:y:2022:i:c:s0040162521008039
    DOI: 10.1016/j.techfore.2021.121372
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    Cited by:

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    3. Kraus, Sascha & Kumar, Satish & Lim, Weng Marc & Kaur, Jaspreet & Sharma, Anuj & Schiavone, Francesco, 2023. "From moon landing to metaverse: Tracing the evolution of Technological Forecasting and Social Change," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    4. Jia, Yibo & Su, Jingqin & Cui, Li & Wu, Lin & Hua Tan, Kim, 2023. "Platform business model innovation in the digitalization era: A “driver-process-result” perspective," Journal of Business Research, Elsevier, vol. 160(C).
    5. Bootz, Jean-Philippe & Michel, Sophie & Pallud, Jessie & Monti, Régine, 2022. "Possible changes of Industry 4.0 in 2030 in the face of uberization: Results of a participatory and systemic foresight study," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    6. Soltanzadeh, Javad & Blind, Knut & Elyasi, Mehdi, 2023. "Exploring how regulators face platform business issues in the lifecycle stages: Evidence of iranian ride-hailing platform business," Telecommunications Policy, Elsevier, vol. 47(7).
    7. Oscar Lage & María Saiz-Santos & José Manuel Zarzuelo, 2022. "Decentralized platform economy: emerging blockchain-based decentralized platform business models," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1707-1723, September.
    8. Mariani, Marcello M. & Machado, Isa & Nambisan, Satish, 2023. "Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda," Journal of Business Research, Elsevier, vol. 155(PB).
    9. Su, Jingqin & Zhang, Yajie & Wu, Xianyun, 2023. "How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    10. Alexander Y. Kokovikhin & Andrey E. Plakhin & Ekaterina S. Ogorodnikova, 2023. "Factors of Intensity of Use of Digital Platforms by the Population of the Russian Federation," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 22(4), pages 1087-1112.

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