İŞLETMELERİN DİJİTAL DÖNÜŞÜM SENARYOLARI - KAVRAMSAL BİR MODEL ÖNERİSİ

Year 2020, Volume: 19 Issue: 74, 997 - 1019, 01.04.2020

Müge Klein

https://doi.org/10.17755/esosder.676984

Cited By: 21

Abstract

Son yıllarda, büyük veri, sensörler, bulut bilişim, sosyal medya vs. gibi dijital teknolojilerin mümkün kıldıkları ile gündeme gelen dijital dönüşüm, tüm dünya ekonomisini ve bunun içinde yer alan işletmeleri yakından etkilemektedir. İşletmelerin günümüze kadar yaşadıkları dijitalleşme deneyimlerinden daha kapsamlı bir dijitalleşme anlamına gelen dijital dönüşüm, işletmelerin süreçlerinde, iş modellerinde, müşteri ilişkilerinde ve tüm örgütsel işleyiş ve yapılarında yıkıcı değişikliklere yol açmaktadır. İşletmelerdeki bu yıkıcı değişikliğin yönetilmesi için kapsamlı bir dijital dönüşüm stratejisi geliştirilmeli ve bir yol haritası çizilmelidir. Dijital dönüşüm konusu yeni bir araştırma alanı olduğu için standart bir tanıma ve standart özelliklere sahip olmadığı gibi, işletmeler de, farklı teknolojiler kullanarak farklı şekillerde ve birbirinden kopuk dijital dönüşümler gerçekleştirmektedirler. Dijital dönüşüm yol haritası, bir işletmenin gerçekleştirmeyi amaçladığı her türlü dijital dönüşüm şeklini kapsamalı ve farklı dönüşüm şekilleri arasındaki bağlantıyı göz ardı etmemelidir. Mevcut dijital dönüşüm yol haritaları veya süreç modelleri işletmelerdeki dijital dönüşümü ya çok genel olarak ele almakta, ya da sadece tek bir dijital dönüşüm senaryosuna odaklanmaktadır. Bu çalışmanın amacı bu eksikliği kapatmak ve işletmelerdeki farklı dijital dönüşüm senaryolarını belirleyerek işletmelerin kapsamlı dijital dönüşüm stratejisi belirlemelerine destek olmaktır. Çalışmada, kaynak araştırması ve örnek vakaların incelenmesi sonucu elde edilen bilgiler ışığında farklı dijital dönüşüm senaryolarını gösteren kavramsal bir model geliştirilecektir.

Keywords

Dijital Dönüşüm, Dijital İşletme, Dijital İş Modelleri, İş Model Dönüşümü, Kavramsal Model

References

• Akben, İ., & Avşar, Ö.G.İ.İ. (2017), Dijital Tedarik Zinciri ve Bulut Bilişim Digital Supply Chain and Cloud Computing. El-ruha, 104.
• Adner, R. (2006). Match your innovation strategy to your innovation ecosystem. Harvard business review, 84(4), 98.
• Assmann, S. (2017). Industrie-4.0 ist bei Bosch bereits Realität. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 321 – 330). Stuttgart: Schäffer-Poeschel.
• Bächle, M. A. (2016). Wissensmanagement mit Social Media. Berlin/Boston: Walter de Gruyter.
• Berghaus, S., & Back, A. (2016). Gestaltungsbereiche der digitalen Transformation von Unternehmen: Entwicklung eines Reifegradmodells. Die Unternehmung, 70(2), 98-123.
• Berman, S. J. (2012). Digital transformation: opportunities to create new business models. Strategy & Leadership, 40(2), 16-24.
• Beuchler, T. (2017). Das DAT – Turbo der digitalen Transformation. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 553 – 562). Stuttgart: Schäffer-Poeschel.
• Blunck, E., & Werthmann, H. (2017). Industry 4.0–An opportunity to realize sustainable manufacturing and its potential for a circular economy. In DIEM: Dubrovnik International Economic Meeting (Vol. 3, No. 1, pp. 644-666). Sveučilište u Dubrovniku.
• Bonakdar, A., Weiblen, T., Di Valentin, C., Zeißner, T., Pussep, A., & Schief, M. (2013). Transformative influence of business processes on the business model: classifying the state of the practice in the software industry. In 2013 46th Hawaii International Conference on System Sciences (pp. 3920-3929). IEEE.
• Böhm, M., Galic, G., Olenberger, C., Siegert, M., Sperling, A., Zyprian, F., & Krcmar, H. (2018). Digitale Transformation am Beispiel von FinTechs. In G. Owald, H. Krcmar (Ed.), Digitale Transformation (s. 147-165). Wiesbaden: Springer Gabler.
• Braun, A., Ohlhausen, P., Alt, C., Bahlinger, D., Chaves, D. C., Egeler, M., & Weber, C. (2018). Der Weg zur Industrie 4.0-Roadmap. ZWF Zeitschrift für wirtschaftlichen Fabrikbetrieb, 113(4), 254-257.
• Burmeister, C., Lüttgens, D., & Piller, F. T. (2016). Business model innovation for Industrie 4.0: why the “Industrial Internet” mandates a new perspective on innovation. Die Unternehmung, 70(2), 124-152.
• Caspar, J., Di Valentin, C., Maier, S., Mayer, D., Pussep, A., & Schief, M. (2013). Vom Geschäftsmodell zum Geschäftsprozess und zurück. HMD Praxis der Wirtschaftsinformatik, 50(4), 13-22.
• Crnjac, M., Veža, I., & Banduka, N. (2017). From concept to the introduction of industry 4.0. International Journal of Idustrial Engineering and Management, 8, 21.
• Deloitte (2018). Digital enablement turning your transformation into a successful journey. https://www2.deloitte.com/content/dam/Deloitte/ie/Documents/Technology/IE_C_HC_campaign.pdf (Erişim: Aralık 2019).
• Dirnberger, E., Urban, M., & von Hülsen, B. (2018) Start, enable, and scale digital transformation in insurance. The Boston Consulting Group.
• Dooley, J. (2019). Case study: How CenturyLink used Qualtrics XM to reduce customer churn. https://www.clickz.com/centurylink-qualtrics-case-study/256648/ (Erişim: Aralık 2019).
• Dremel, C., Wulf, J., Herterich, M. M., Waizmann, J. C., & Brenner, W. (2017). How AUDI AG Established Big Data Analytics in Its Digital Transformation. MIS Quarterly Executive, 16(2).
• Dummler, C. (2017). Disruption als Traditionskonzept. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 471 - 480). Stuttgart: Schäffer-Poeschel.
• Erol, S., Schumacher, A., & Sihn, W. (2016). Auf dem Weg zur Industrie 4.0–ein dreistufiges Vorgehensmodell. In Industrial Engineering und Management (pp. 247-266). Wiesbaden: Springer Gabler.
• European Commission (2019). Digital transformation. https://ec.europa.eu/growth/industry/policy/digital-transformation_en (Erişim: Aralık 2019). Ehret, M., & Wirtz, J. (2017). Unlocking value from machines: business models and the industrial internet of things. Journal of Marketing Management, 33(1-2), 111-130.
• Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2014). Embracing digital technology: A new strategic imperative. MIT sloan management review, 55(2), 1.
• Fleisch, E., Weinberger, M., & Wortmann, F. (2015). Geschäftsmodelle im Internet der Dinge. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 67(4), 444-465.
• Foidl, H., & Felderer, M. (2015). Research challenges of industry 4.0 for quality management. In International Conference on Enterprise Resource Planning Systems (pp. 121-137). Springer, Cham.
• Forstner, L., & Dümmler, M. (2014). Integrierte Wertschöpfungsnetzwerke–Chancen und Potenziale durch Industrie 4.0. e & i Elektrotechnik und Informationstechnik, 131(7), 199-201.
• Hennig, J., Bodek, M. C., & Smolinski, R. (2017). Die comdirect Start-up-Garage als Innovationsinstrument in der Finanzbranche: Analyse der Herausforderungen und Erfolgsfaktoren eines Corporate Accelerators. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 425 – 436). Stuttgart: Schäffer-Poeschel.
• Henriette, E., Feki, M., & Boughzala, I. (2016). Digital Transformation Challenges. In MCIS (s. 33).
• Hess, T., Matt, C., Benlian, A., & Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive, 15(2).
• Huber, A. (2017). Digitalisierung und Industrie 4.0 bei Siemens. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 303 – 320). Stuttgart: Schäffer-Poeschel.
• Kagermann, H., Winter, J. (2017). Industrie-4.0 und plattformbasierte Geschäftsmodellinnovationen. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 255 - 274). Stuttgart: Schäffer-Poeschel.
• Kans, M., & Ingwald, A. (2016). Business model development towards service management 4.0. In Procedia CIRP, 47, 489-494.
• Kaufmann, T. (2015). Geschäftsmodelle in Industrie 4.0 und dem Internet der Dinge: der Weg vom Anspruch in die Wirklichkeit. Springer-Verlag.
• Kelp, T. (2017). Industrie 4.0-Best-Practice-Beispiel: Hofmann Druck + Medien – Fertigung im Kundentakt. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 545 – 550). Stuttgart: Schäffer-Poeschel.
• Klein, M. (2019a). Geniş Kapsamlı Dijital Dönüşüm Yaklaşımı – Dünya 4.0. Bayrak, Meydanoğlu, E. S. & Klein, M. & Kurt, D. Dijital Dönüşüm Trendleri, İstanbul: Filiz.
• Klein, M. (2019b). İşletme 4.0 Kapsamında Şirket 2.0 – İşletme Süreçlerinde Sosyal Yazılım Kullanımı. Ankara: Nobel Akademik Yayıncılık.
• Kofler, T. (2018). Digitale Transformation in Unternehmen. In N. Höhne, D. Méndez, K. B. Zimmer (Ed.), ZD.B DIGITAL DIALOGUE POSITIONSPAPIER.
• Kotarba, M. (2018). Digital transformation of business models. Foundations of Management, 10(1), 123-142.
• Lanza, G., Nyhuis, P., Ansari, S. M., Kuprat, T., & Liebrecht, C. (2016). Befähigungs-und Einführungsstrategien für Industrie 4.0. ZWF Zeitschrift für wirtschaftlichen Fabrikbetrieb, 111(1-2), 76-79.
• Leminen, S., Rajahonka, M., Westerlund, M., & Siuruainen, R. (2015). Ecosystem business models for the Internet of things. Internet of Things Finland, 10-13.
• Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of electronic commerce, 16(2), 5-14.
• Liere-Netheler, K., Packmohr, S., & Vogelsang, K. (2018). Drivers of Digital Transformation in Manufacturing. The Digital Supply Chain of the Future: Technologies, Applications and Business Models.
• Lucks, K. (2017). Pfade der BMW-Werke zu Smart Factories der Industrie 4.0. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 379 - 389). Stuttgart: Schäffer-Poeschel.
• Matt, D. T., Orzes, G., Pedrini, G., Beltrami, M., & Rauch, E. (2019). Roadmap in eine Digitale Welt. ZWF Zeitschrift für wirtschaftlichen Fabrikbetrieb, 114(9), 576-579.
• Matyssek, T. (2017). Geschäftsmodelle im Internet der Dinge. In Digitale Transformation von Geschäftsmodellen (s. 159-178). Wiesbaden: Springer Gabler.
• Moore, J. F. (1996).The Death of Competition: Leadership and Strategy in the Age of Business Ecosystems. New York: HarperCollins.
• Netzer, F. (2017). Digitale Transformation bei BASF – ein Fallbeispiel aus der chemischen Industrie. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 439 – 447). Stuttgart: Schäffer-Poeschel.
• O'Brien, M. (2018). The new luxury landscape: How Tiffany & Co., Gucci and LVMH are embracing digital transformation https://www.clickz.com/new-luxury-landscape-tiffany-gucci-lvmh/214119/ (Erişim: Aralık 2019).
• OECD - Organisation for Economic Cooperation and Development (2018). Going digital in a multilateral world. https://www.oecd.org/going-digital/C-MIN-2018-6-EN.pdf (Erişim: Aralık 2019)
• Osterwalder, A., Pigneur, Y., Oliveira, M. A. Y., & Ferreira, J. J. P. (2011). Business Model Generation: A handbook for visionaries, game changers and challengers. African journal of business management, 5(7), 22-30.
• Oswald, G., & Krcmar, H. (Eds.). (2018). Digitale Transformation: Fallbeispiele und Branchenanalysen. Springer-Verlag.
• Oswald, G., Setzke, D. S., Riasanow, T., & Krcmar, H. (2018). Technologietrends in der digitalen Transformation. In Digitale Transformation (s. 11-34). Wiesbaden: Springer Gabler.
• Papert, M., & Pflaum, A. (2017). Development of an ecosystem model for the realization of internet of things (IoT) services in supply chain management. Electronic Markets, 27(2), 175-189.
• Pflaum, A., & Schulz, E. (2018). Auf dem Weg zum digitalen Geschäftsmodell. HMD Praxis der Wirtschaftsinformatik, 55(2), 234-251.
• Plass C. (2018) Wie digitale Geschäftsprozesse und Geschäftsmodelle die Arbeitswelt verändern. In: G.Maier, G.Engels, E.Steffen (Ed.), Handbuch Gestaltung digitaler und vernetzter Arbeitswelten. Springer Reference Psychologie. Berlin, Heidelberg: Springer.
• Porter, M. E., & Heppelmann, J. E. (2015). How smart, connected products are transforming competition. Harvard business review, 92(11), 64-88.
• Pötter, T., Steckenreiter, T. (2017). Digital Manufacturing – Prozessindustrie und Life Sciences im Wandel. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 455 – 468). Stuttgart: Schäffer-Poeschel.
• PwC - PricewaterhouseCooper (2013). Digitale Transformation – der grösste Wandel seit der Industriellen Revolution. Frankfurt: PwC
• Proteus (2019). https://www.proteus.com/discover/ (Erişim: Aralık 2019).
• Prause, G. (2015). Sustainable business models and structures for Industry 4.0. Journal of Security & Sustainability Issues, 5(2).
• Reischauer, G., & Schober, L. (2016). Industrie 4.0 durch strategische Organisationsgestaltung managen. In R. Obermaier (Ed.), Industrie 4.0 als unternehmerische Gestaltungsaufgabe, (s. 271-289). Wiesbaden: Springer Gabler.
• Riedl, R., Benlian, A., Hess, T., Stelzer, D., & Sikora, H. (2017). On the relationship between information management and digitalization. Business & Information Systems Engineering, 59(6), 475-482.
• Sachnow, T., Winkler, D., Hoberg, P., & Krcmar, H. (2018). Digitale Transformation bei der KAESER SE. In G. Owald, H. Krcmar (Ed.), Digitale Transformation (s. 99 – 120). Wiesbaden: Springer Gabler.
• Salğar, U., & Dereli, D. D. (2018). Economic Impacts of Industry 4.0 Sanayi 4.0’in Ekonomik Etkileri. Current Debates, 153.
• Savić, D. (2019). From Digitization, Through Digitalization, to Digital Transformation. Online Searcher, 43(1), 36-39.
• Schaeffer, E. (2017). Industry X. 0-Digitale Chancen in der Industrie nutzen. München: Redline Verlag.
• Schallmo, D., Williams, C. A., & Boardman, L. (2017). Digital transformation of business models—Best practice, enablers, and roadmap. International Journal of Innovation Management, 21(08), 1740014.
• Schoenthaler, F., Augenstein, D., & Karle, T. (2015). Design and governance of collaborative business processes in Industry 4.0. In Proceedings of the Workshop on Cross-organizational and Cross-company BPM (XOC-BPM) co-located with the 17th IEEE Conference on Business Informatics (CBI 2015), Lisbon, Portugal.
• Schlögel, C. (2017). Industrie-4.0-Strategie @ KUKA. In K. Lucks (Ed.), Praxishandbuch Industrie 4.0. Branchen – Unternehmen – M&A (s. 255 - 274). Stuttgart: Schäffer-Poeschel.
• Schuh, G., Anderl, R., Gausemeier, J., ten Hompel, M., & Wahlster, W. (2017). Industrie 4.0 Maturity Index. Managing the Digital Transformation of Companies. Munich: Herbert Utz.
• Schwab, K. (2017). The Fourth Industrial Revolution. Portfolio Penguin.
• Selvi, Ö. (2014). Müşteri İlişkileri Yönetimi Ve Perakende Sektörüne Yönelik Bir Uygulama. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(36), 107-121.
• Setzke, D. S., Hoberg, P., Murgoci, A., Franzbonenkamp, S., Gaß, J., Wolff, T., & Krcmar, H. (2018). Digitale Transformation bei den Berliner Philharmonikern. In G. Owald, H. Krcmar (Ed.), Digitale Transformation (s. 121-145). Wiesbaden: Springer Gabler.
• Staffen, S., & Schoenwald, L. (2016). Leading in the Context of the Industrial Revolution. Capgemini. Retrieved from https://www.capgemini.com/consulting-de/wp-content/uploads/sites/32/2017/08/resouces_leader_40_industrial_revolution.pdf (Erişim: Aralık 2019)
• Stelzer, D. (2004). Produktion digitaler Güter. In A. Brassler, H. Corsten (Ed.), Entwicklungen im Produktionsmanagement (s. 233-250). München.
• Stock, T., & Seliger, G. (2016). Opportunities of sustainable manufacturing in industry 4.0. Procedia Cirp, 40, 536-541.
• Taşpınar, H. (2006). Bilişim Altyapısıyla CRM Teknik Alt Yapısı ve İşlevsellikleri, Seçkin Yayıncılık, Ankara.
• Uhl, A., & Steiger, C. (2014). Digital Enterprise Transformation. How World-Class Organizations Innovate their Business Model. The Business Transformation Journal (12).
• Veit, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Kundisch, D. & Spann, M. (2014). Business models. Business & Information Systems Engineering, 6(1), 45-53.
• Verina, N., & Titko, J. (2019). Digital transformation: conceptual framework. In International Scientific Conference Contemproray Issues in Business, Management and Economics Engineering, VGTU Press.
• Wang, S., Wan, J., Li, D., & Zhang, C. (2016). Implementing smart factory of industrie 4.0: an outlook. International Journal of Distributed Sensor Networks, 12(1), 3159805.
• Westerman, G., Bonnet, D., & McAfee, A. (2014). The nine elements of digital transformation. MIT Sloan Management Review, 55(3), 1-6.
• Wigand, R. T. (1997). Electronic commerce: Definition, theory, and context. The information society, 13(1), 1-16.
• World Economic Forum (2019). Digital Transformation. Case Studies. http://reports.weforum.org/digital-transformation/go-to-the-case-studies/ (Erişim: Aralık 2019).
• Wrobel, M., & Nicolai, A. T. (2019). Digitale Innovation im Mittelstand. Fallbeispiele erfolgreicher Digitalisierungsprojekte. Studie des Alexander von Humboldt Institut. https://www.hiig.de/publication/digitale-innovation-im-mittelstand-fallbeispiele-erfolgreicher- digitalisierungsprojekte/ (Erişim: Aralık 2019)