A Proposed Approach to Evaluate Digital Business Model Selection for SuperApps using Interval Valued Spherical Fuzzy AHP

Year 2023, Volume: 11 Issue: 2, 73 - 86, 18.05.2023

Murat Levent Demircan

https://doi.org/10.21541/apjess.1208960

Abstract

Various users have used SuperApps due to the rapid development of digital platforms. Due to their fast market entry by technical rivals and significant growth potential, SuperApps have become enterprises' preferred business method. SuperApps are the correct business, but senior managers must be careful when choosing which digital business models to employ. By classifying the digital management elements of SuperApps and comparing them to potential alternatives based on the preferences of eight digital leaders, we aimed to propose a method for choosing a suitable digital business model. Interval Valued Spherical Fuzzy Analytic Hierarchy Process (IVSF AHP) helps by giving decision-makers access to a broad range of preference domains. According to the rule, Spherical Fuzzy Sets adhere to the squared sum of the membership, non-membership, and hesitation degrees should fall within the range [0, 1]. Each element is distinct since it has an independent assignment within the same range. The IVSF AHP approach favored due to the complexity of the features of the digital business model and their transitional structure, is applied. The chosen digital business model may alter not only the managerial dynamics but also the revenue model of SuperApps depending on the sort of structural interaction of their platform network, according to the numerical application's results.

Keywords

Analytic hierarchy process, multi-criteria decision making, interval-valued spherical fuzzy sets, digital business model, superapps

References

• Duleba Szabolcs, Fatma Kutlu Gündoğdu, and Sarbast Moslem. "Interval-valued spherical fuzzy analytic hierarchy process method to evaluate public transportation development." Informatica 32, no. 4 (2021): 661-686.
• Dogan, Onur. "Process mining technology selection with spherical fuzzy AHP and sensitivity analysis." Expert Systems with Applications 178 (2021): 114999
• Sharaf, Iman Mohamad. "Global supplier selection with spherical fuzzy analytic hierarchy process." Decision Making with Spherical Fuzzy Sets: Theory and Applications (2021): 323-348.
• Sangwan, Om Prakash. "A framework for evaluating cloud computing services using AHP and TOPSIS approaches with interval valued spherical fuzzy sets." Cluster Computing 25, no. 6 (2022): 4383-4396.
• Serap, Tepe. "The Interval-Valued Spherical Fuzzy Based Methodology and its Application to Electric Car Selection." Düzce Üniversitesi Bilim ve Teknoloji Dergisi 9, no. 5 (2021): 1970-1983.
• Erdoğan, Melike. "Assessing farmers' perception to Agriculture 4.0 technologies: A new interval‐valued spherical fuzzy sets-based approach." International Journal of Intelligent Systems 37, no. 2 (2022): 1751-1801.
• F. Kutlu Gündoğdu and C. Kahraman. "A novel spherical fuzzy analytic hierarchy process and its renewable energy application." Soft Computing 24, no. 6 (2020): 4607-4621.
• F. Kutlu Gündoğdu and C. Kahraman. "Hospital performance assessment using interval-valued spherical fuzzy analytic hierarchy process." In Decision Making with Spherical Fuzzy Sets, pp. 349-373. Springer, Cham, 2021.
• Y. Huang, W. Miao, “Re-domesticating social media when it becomes disruptive: Evidence from China’s “super app” WeChat”. Mobile Media & Communication. 2021 May;9(2): pp.177-94.
• K. S. Momaya, “Breakthrough innovation and platform leadership: a case of super app from India.”, International Journal of Global Business and Competitiveness. 2022 Dec;17(2): pp. 229-38.
• A. S. Nurqamarani, R. Jonathan, E. Gaffar, A. Indrawati, “The Effects of Mobile Service Qualities on Customer Reuse Intention of Gojek Super App.”, Humanities and Social Sciences Reviews. 2020;8(4): pp. 1134-46.
• R. Chai, P. Amaral, “Is Grab, the Asian Superapp, Leveraging Digital Innovation for Good?.”, InSAGE Business Cases 2022. SAGE Publications: SAGE Business Cases Originals.
• B. Tabrizi, E. Lam, K. Girard, V. Irvin, “Digital transformation is not about technology.”, Harvard business review. 2019 Mar 13;13(March): pp. 1-6.
• T. M. Siebel, “Why digital transformation is now on the CEO’s shoulders”, MKQ. 2017 Dec;4(3):pp.1-7.
• [15] M. Zaharee, L. B. Abad, P. Chandra, C. Krautkramer, S. Mehlman, J. Schall, K. T. Taylor, “How Companies Can Benefit from Brilliant Failures: Despite the stigma surrounding failure, companies can use failure to learn, pivot, and achieve success—thus failing “brilliantly.”.”, Research-Technology Management. 2021 Jan 23;64(2): pp. 31-8.
• A. Pande, C. Schrey, “Five questions boards should ask about IT in a digital world.”, McKinsey & Company. 2016 Jul.
• [17] P. C. Verhoef, T. Broekhuizen, Y. Bart, A. Bhattacharya, J. Q. Dong, N. Fabian, M. Haenlein, “Digital transformation: A multidisciplinary reflection and research agenda.”, Journal of Business Research. 2021 Jan 1;122: pp. 889-901.
• D. Romero, M. Flores, M. Herrera, H. Resendez, “Five management pillars for digital transformation integrating the lean thinking philosophy.”, IEEE International conference on Engineering, technology and Innovation (ICE/ITMC) 2019 Jun 17 (pp. 1-8).
• J. Bughin, T. Catlin, “What successful digital transformations have in common.” Harvard business review. 2017 Dec;19.
• T. Chamorro-Premuzic, “The essential components of digital transformation.”, Harvard Business Review. 2021 Nov 23.
• M. W. Van Alstyne, G. G. Parker, “Digital transformation changes how companies create value.”, Harvard Business Review. 2021 Dec 17.
• V. Hermelingmeier, T. von Wirth, “The nexus of business sustainability and organizational learning: A systematic literature review to identify key learning principles for business transformation.”, Business Strategy and the Environment. 2021 May;30(4): pp. 1839-51.
• C. Shahi, M. Sinha, “Digital transformation: challenges faced by organizations and their potential solutions.”, International Journal of Innovation Science. 2020 Dec 23.
• F. Vermeulen, “What so many strategists get wrong about digital disruption.”, HBR. 2017 Jan;3.
• F. Brunetti, D. T. Matt, A. Bonfanti, A. De Longhi, G. Pedrini, G. Orzes, “Digital transformation challenges: strategies emerging from a multi-stakeholder approach.” The TQM Journal. 2020 Apr 25;32(4): pp. 697-724.
• G. Vial, “Understanding digital transformation: A review and a research agenda.”, Managing Digital Transformation. 2021 May 26: pp. 13-66.
• I. M. Sebastian, J. W. Ross, C. Beath, M. Mocker, K. G. Moloney, N. O. Fonstad, “How big old companies navigate digital transformation.”, InStrategic information management 2020 Apr 8 (pp. 133-150). Routledge.
• S. Yamamoto, “A strategic map for digital transformation.”, Procedia Computer Science. 2020 Jan 1;176: pp. 1374-81.
• C. Gong, V. Ribiere, “Developing a unified definition of digital transformation.”, Technovation. 2021 Apr 1;102:102217.
• D. Bonnet, G. Westerman, “The new elements of digital transformation.”, MIT Sloan Management Review. 2021;62(2): pp. 82-9.
• A. Singh, T. Hess, “How chief digital officers promote the digital transformation of their companies.”, InStrategic Information Management 2020 Apr 8 (pp. 202-220). Routledge.
• F. Li, “Leading digital transformation: three emerging approaches for managing the transition.”, IJO & Production Management. 2020 Jul 23.
• F. K. Gündoğdu and C. Kahraman. "Spherical fuzzy sets and spherical fuzzy TOPSIS method." Journal of I&FS 36, no. 1, 2019, pp. 337-352.
• F. Kutlu Gündoğdu and C. Kahraman. "A novel VIKOR method using spherical fuzzy sets and its application to warehouse site selection." Journal of I&FS, 37, no. 1 (2019): 1197-1211.
• F. Kutlu Gündoğdu and C. Kahraman. "Spherical fuzzy analytic hierarchy process (AHP) and its application to industrial robot selection." In International Conference on Intelligent and Fuzzy Systems, pp. 988-996. Springer, Cham, 2019.