The Impact of Digital Technology Platforms on Business Models in the Context of Consumer-Driven Processes

Purpose: The article addresses issues related to the impact of digital technology platforms on changes in contemporary business models. In this respect, the main focus of attention is the models co-created by customers. Design/Methodology/Approach: The article is based on literature considerations and our research results. These studies were carried out in 2019 on a group of 120 Polish companies and concerning aspects related to the scope and role of digital technology platforms in business operations, including the attitudes demonstrated towards these platforms by the management of the surveyed companies. The article includes a model of such attitudes, built as a result of the conducted research. Findings: As part of the issues raised, it was found that current business models are undergoing a significant transformation, meaning that they are increasingly based on innovative solutions and are created by consumers themselves. Practical Implications: In this respect, an emphasis is placed on the critical role of digital technology platforms because providing a basis for establishing close relationships between the different actors and promoting innovation contributes to implementing changes in business models. Originality/Value: The article discusses a model for measuring attitudes towards digital technology platforms.