Investigating the Performance of Digital Business Model Innovation in Established Firms

调查成熟企业数字化商业模式创新的绩效

• 批准号: 464594907
• 负责人: Jörg Markus Weking
• 金额: --
• 依托单位: Lehrstuhl für Informatik 17: Wirtschaftsinformatik und Geschäftsprozessmanagement
• 依托单位国家: 德国
• 项目类别: WBP Fellowship
• 财政年份: 2021
• 资助国家: 德国
• 起止时间: 2020-12-31 至 2022-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/464594907?language=en
• 关键词: Investigating; Performance; Digital; Business; Model

Firms increasingly compete on business models. Differentiation is based on innovative business models instead of high-quality products. Examples show how firms provided similar offerings with a different business model and quickly gained success: Nespresso offers a coffee maker for capsules at a very low price and sells needed consumables, i.e., coffee capsules, five times as expensive as regular coffee. Xerox introduced a usage-based leasing contract instead of selling their model 914. Advancements in information technology (IT) further increase the potentials of business models for competitive advantage. Novel IT enable digital business models and change whole economies. Several firms utilize digital platforms with a multi-sided markets business model: eBay, Amazon, Netflix, Apple iTunes, Google Play Store, Tinder, or WeChat. Other firms utilize digital business models to offer services for free, as Google did with its search engine. Skype became the largest telecommunication provider without a network infrastructure by building on VoIP and the freemium business model. Research, however, has only anecdotally explored the business model as a unit of analysis and its impact on firm performance. A wide range of research builds on strategy as the unit of analysis with the two main theories, i.e., the positioning/ market-based view (MBV) and the resource-based view (RBV). Although the business model incorporates the two fundamental strategic theories and challenges their assumptions, research on business model choice and competitive advantage remain scarce. Most studies are qualitative with limited generalizability or address entrepreneurial firms. However, especially established firms struggle to capture value from business model innovations, and many fail. Reasons are uncertainty concerning the business model to choose and resulting experimentation.To tackle this research gap and reduce uncertainties of established firms, I analyze the impact of business model choice on firm performance. The following research question guides the analysis:How does implementing a new business model impact the performance of established firms?To test this relationship, I focus on an individual industry and an individual business model innovation. A candidate to do so is the change from an upfront software licensing model to a subscription model with continuous revenue streams in the software industry. Various established software firms, such as Adobe, Microsoft, SAP, and Salesforce, having tremendous success with subscription models. Research, however, has underexplored the impact of the subscription model on firm performance in the software industry. Extant studies are mostly qualitative with lacking largescale quantitative generalizability. Therefore, this research project aims for a large-scale quantitative study on the impact of business model innovation, i.e., from the upfront licensing model to subscription, on firm performance in the software industry.

企业在商业模式上的竞争日益激烈。差异化基于创新的商业模式，而不是高质量的产品。例子展示了公司如何通过不同的商业模式提供类似的产品并迅速获得成功：Nespresso 以非常低的价格提供胶囊咖啡机，并销售所需的消耗品，即咖啡胶囊，其价格是普通咖啡的五倍。 Xerox 引入了基于使用的租赁合同，而不是销售其型号 914。信息技术 (IT) 的进步进一步增加了商业模式获得竞争优势的潜力。新颖的 IT 支持数字业务模式并改变整个经济。一些公司利用具有多边市场商业模式的数字平台：eBay、亚马逊、Netflix、Apple iTunes、Google Play Store、Tinder 或微信。其他公司利用数字商业模式免费提供服务，就像谷歌对其搜索引擎所做的那样。 Skype 通过构建 VoIP 和免费增值业务模式，成为最大的无网络基础设施的电信提供商。然而，研究只是以轶事方式探讨了作为分析单位的商业模式及其对公司绩效的影响。大量研究以战略为分析单位，主要有两种理论，即定位/市场观（MBV）和资源观（RBV）。尽管商业模式融合了两种基本战略理论并挑战了它们的假设，但对商业模式选择和竞争优势的研究仍然很少。大多数研究都是定性的，普遍性有限，或者针对的是创业公司。然而，特别是老牌公司很难从商业模式创新中获取价值，许多公司都失败了。原因是选择的商业模式和由此产生的实验的不确定性。为了弥补这一研究差距并减少已建立公司的不确定性，我分析了商业模式选择对公司绩效的影响。以下研究问题引导分析：实施新的商业模式如何影响现有企业的绩效？为了检验这种关系，我重点关注单个行业和单个商业模式创新。这样做的一个候选方案是从前期软件许可模式转变为软件行业具有持续收入流的订阅模式。 Adobe、Microsoft、SAP 和 Salesforce 等各种知名软件公司在订阅模式方面取得了巨大成功。然而，研究并未充分探讨订阅模式对软件行业公司业绩的影响。现有的研究大多是定性的，缺乏大规模定量的普遍性。因此，本研究项目旨在对商业模式创新（即从前期许可模式到订阅模式）对软件行业企业绩效的影响进行大规模定量研究。