THE IMPACT OF DIGITAL TRANSFORMATION ON BUSINESS MODELS

Abstract

According to the data published by Performance Improvement Partners (2021), a technological consultancy firm, today 95% of consumers use digital resources while buying a home, 84% prefer Internet banking, these results show us the speed of technological processes that affect people's behavior. Businesses that understand the importance of this issue and understand the necessity of digital transformation are aware of the need to develop new business models as a result of digital transformation. The aim of this study is to reveal the reflections of new business models mediated by digital transformation in enterprises with application examples that develop a successful new business model by going through the right digital transformation process, rather than solving what digital transformation and new business models are conceptually. In order to reveal the impact of digital transformation on new business models, first, a systematic literature review was conducted by researching, synthesizing and evaluating quantitative and qualitative studies on digital transformation and new business models. Then, examples of businesses that developed a successful new business model by going through the right digital transformation process are included in the study. Finally, through the qualitative analysis program of MAXQDA 2020 Analytics Pro, the data obtained from 20 Master's and Doctoral theses published in the Council of Higher Education Thesis Center and published on digital transformation were examined from the perspective of content analysis. The impact of digital transformation on new business models is explained in line with the results obtained from the systematic literature review, the examples of businesses that developed successful new business model as a result of digital transformation and thematic content analysis. In accordance with the results obtained from the study, it is recommended for businesses to foresee the future and adapt themselves to the future in order to be successful.

Keywords

• Digital transformation
• business model
• new business model
• digital technology

DİJİTAL DÖNÜŞÜMÜN İŞ MODELLERİ ÜZERİNDEKİ ETKİSİ

Abstract

Teknolojik danışmanlık firması Performance Improvement Partners (2021)’in yayımladığı verilere göre günümüzde tüketicilerin %95'i ev alırken dijital kaynakları kullanmakta ve %84'ü Internet bankacılığını tercih etmektedir, bu sonuçlar bize insanların davranışlarını etkileyen teknolojik süreçlerin hızını göstermektedir. Bu konunun önemini kavrayan ve dijital dönüşümün zorunlu olduğunu anlayan işletmeler, dijital dönüşümün bir sonucu olarak yeni iş modelleri geliştirme ihtiyacının farkındadırlar. Bu çalışmanın amacı, dijital dönüşümün ve yeni iş modellerinin kavramsal olarak ne olduğunu çözmek yerine, doğru dijital dönüşüm sürecinden geçerek başarılı yeni iş modeli geliştiren uygulama örnekleri ile işletmelerde dijital dönüşümün aracılık ettiği yeni iş modellerinin yansımalarını ortaya koymaktır. Dijital dönüşümün yeni iş modelleri üzerindeki etkisini ortaya çıkarmak için ilk olarak dijital dönüşüm ve yeni iş modelleri ile ilgili nicel ve nitel çalışmalar araştırılarak, sentezlenerek ve değerlendirilerek sistematik bir literatür taraması yapılmıştır. Daha sonra, doğru dijital dönüşüm sürecinden geçerek başarılı yeni iş modeli geliştiren işletme örneklerine çalışmada yer verilmiştir. Son olarak MAXQDA 2020 Analytics Pro nitel analiz programı aracılığıyla Yükseköğretim Kurulu Tez Merkezi’nde bulunan ve dijital dönüşüm ile ilgili yayımlanan 20 yüksek lisans ve doktora tezinden elde edilen veriler içerik analizi bakış açısıyla incelenmiştir. Dijital dönüşümün yeni iş modelleri üzerindeki etkisi, yapılan sistematik literatür taramasından, dijital dönüşüm sonucu başarılı yeni iş modeli geliştiren işletme örneklerinden ve tematik içerik analizinden elde edilen sonuçlar doğrultusunda açıklanmıştır. Çalışmadan elde edilen sonuçlara göre işletmelerin başarılı olabilmeleri için geleceği ön görmeleri ve kendilerini geleceğe adapte etmeleri önerilmektedir.

Keywords

• Dijital dönüşüm
• iş modeli
• yeni iş modeli
• dijital teknoloji
• Digital transformation
• business model
• new business model
• digital technology

References

1. Aktan, E. (2018). Büyük Veri: Uygulama Alanları, Analitiği ve Güvenlik Boyutu. Bilgi Yönetimi Dergisi, 1(1), 1-22.
2. Altexsoft (2019). Digital Transformation in Retail: How Starbucks, IKEA, Walmart, and Sephora Revolutionize Industry. Erişim Adresi: https://www.altexsoft.com/blog/business/digital-transformation-stories-how-starbucks-ikea-walmart-and-sephora-revolutionize-retail-industry/.
3. Baden-Fuller, C., & Haefliger, S. (2013). Business Models and Technological Innovation. Long Range Planning, 46, 419-426.
4. Berman, S. J., & Bell, R. (2011). Digital transformation: Creating new business models where digital meets physical. IBM Institute for Business Value, 1-17.
5. Bouncken, R. B., Kraus, S., & Roig‑Tierno, N. (2019). Knowledge‑ and innovation‑based business models for future growth: digitalized business models and portfolio considerations. Springer, 1-14.
6. Broekhuizen, T. L. J., Broekhuis, M., Gijsenberg, M. J., & Wieringa, J. E. (2021). Introduction to the special issue – Digital business models: A multi-disciplinary and multistakeholder perspective. Journal of Business Research, 122, 847-852.
7. Caputo, A., Pizzi, S., Pellegrini, M. M., & Dabic, M. (2021). Digitalization and business models: where are we going? A science map of the field. Journal of Business Research, 123, 489-501.
8. Chan, J. O-P. (2020). Digital Transformation Digital Transformation in the Era of Big Data and Cloud Computing. International Journal of Intelligent Information Systems, 9(3), 16-23.

9. Chesbrough, H. W. (2007). Why Companies Should Have Open Business Models. MIT Sloan Management Review, 48(2), 22-28.
10. Clark T. H., & Lee, H. G. (1998). Security First Network Bank: A Case Study of an Internet Pioneer. Proceedings of the Hawaii International Conference on System Sciences, 4, 73-82.
11. Cramer, F. (2014). What is ‘post-digital’? A Peer-Reviewed Journal About, 3(1), 11-24.
12. Dahan, N. M., Doh, J. P. Oetzel, J., & Yaziji, M. (2010). Corporate-NGO Collaboration: Co-creating New Business Models for Developing Markets. Long Range Planning, 43, 326-342.
13. Delmond, M – H., Coelho, F., Keravel, A., & Mahl, R. (2016). How Information Systems Enable Digital Transformation: A focus on Business Models and Value Co-production. 1-32.
14. Dilmegani, C. (2021). Real Estate Digital Transformation in 2021: Techs & Applications. AIMultiple. Erişim Adresi: https://research.aimultiple.com/digital-transformation-in-real-estate/.
15. Donner, M., & Vries, H. (2021). How to innovate business models for a circular bio-economy? Business Strategy and the Environment, 30, 1932-1947.
16. Ebert, C., & Duarte, C. H. C. (2018). Digital Transformation. IEEE Software, 35(4), 16-21.
17. George Mason University (2021). What does digital mean? Erişim Adresi: https://mason.gmu.edu/~montecin/digits.htm.
18. Gong, C., & Ribiere, V. (2021). Developing a unified definition of digital transformation. Technovation, 102, 1-17.
19. Hanelt, A., Piccinini, E., Gregory, R. W., Hildebrandt, B., & Kolbe, L. M. (2015). Digital Transformation of Primarily Physical Industries - Exploring the Impact of Digital Trends on Business Models of Automobile Manufacturers. 12. International conference on Wirtschaftsinformatik (ss. 1313-1327).
20. Harting, R. C., Reichstein, C., & Schad, M. (2018). Potentials of Digital Business Models - Empirical investigation of data driven impacts in industry. Procedia Computer Science, 126, 1495-1506.
21. Heck, E. V. (2019). Big Data and Disruptions in Business Models. Revista de Administraçao de Empresas, 59(6), 430-432.
22. Imtiaz, S., & Kim, D. J. (2019). Digital Transformation: Development of New Business Models in the Tourism Industry. Culinary Science & Hospitality Research, 25(4), 91-101.
23. Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner Production, 135, 1474-1486.
24. Kotarba, M. (2018). Digital Transformation of Business Models. Foundations of Management, 10(1), 123-142.
25. Larosa, F., & Mysiak, J. (2019). Business models for climate services: An analysis. Climate Services, 1-13.
26. Li, F. (2020). The digital transformation of business models in the creative industries: A holistic framework and emerging trends. Technovation, 92-93, 1-10.
27. Margiono, A. (2020). Digital transformation: setting the pace. Journal of Business Strategy, 42(5), 315-322.
28. McCord, P. (2014). How Netflix Reinvented HR. Harvard Business Review, 1-14.
29. Mergel, I., Edelmann, N., & Haug, N. (2019). Defining digital transformation: Results from expert interviews. Government Information Quarterly, 36, 1-16.
30. Ojasalo, J., & Ojasalo, K. (2018). Service Logic Business Model Canvas. Journal of Research in Marketing and Entrepreneurship, 20(1), 70-98.
31. Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. New Jersey: John Wiley & Sons Inc.
32. Performance Improvement Partners (2021). 90 Digital Transformation Statistics: How Businesses are Using Digital to Drive Growth in 2021 and Beyond. Erişim Adresi: https://www.pipartners.com/digital-transformation-statistics/.
33. Rof, A., Bikfalvi, A., & Marques, P. (2020). Digital Transformation for Business Model Innovation in Higher Education: Overcoming the Tensions. Sustainability, 12, 1-15.
34. Rohn, D., Bican, P. M., Brem, A., Kraus, S., & Clauss, T. (2021). Digital platform-based business models – An exploration of critical success factors. Journal of Engineering and Technology Management, 60, 1-14.
35. Shafer, S. M., Smitha, H., & Linderb, J. C. (2005). The power of business models. Business Horizons, 48, 199-207.
36. Schallmo, D., Williams, C. A., & Boardman, L. (2017). Digital Transformation of Business Models – Best Practice, Enablers and RoadMap. International Journal of Innovation Management, 21(8), 1-17.
37. Schwertner, K. (2017). Digital Transformation of Business. Trakia Journal of Sciences, 15(1), 388-393.
38. Stott, R. N., Stone, M., & Fae, J. (2016). Business models in the business-to-business and business-to-consumer worlds – what can each world learn from the other? Journal of Business & Industrial Marketing, 31(8), 943-954.
39. Sundaram, R., Sharma, R., & Shakya, A. (2020). Digital transformation of business models: A systematic review of impact on revenue and supply chain. International Journal of Management, 11(5), 9-21.
40. Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43, 172-194.
41. Van Tonder, C., Schachtebeck, C., Nieuwenhuizen, C., & Bossink, B. (2020). A framework for digital transformation and business model innovation. Journal of Contemporary Management Issues, 25(2), 111-132.
42. Vaska, S., Massaro, M., Bagarotto, E. M., & Mas, F. D. (2021). The Digital Transformation of Business Model Innovation: A Structured Literature Review. Frontiers in Psychology, 11, 1-18.
43. Veit, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Kundisch, D., Leimeister, J. M., Loos, P., & Spann, M. (2014). Business Models - An Information Systems Research Agenda. Business & Information Systems Engineering - Research Notes, 1, 45-53.
44. Verhoef, P. C., & Bijmolt, T. H. A. (2019). Marketing perspectives on digital business models: A framework and overview of the special issue. International Journal of Research in Marketing, 36, 341-349.
45. Vucekovic, M., & Gavrilovic, K. (2021). Digital Transformation and Evolution of Business Models. IPSI Transactions on Internet Research, 30-36.
46. Westcott, K. & Arbanas, J. (2021). 2021 outlook for the US telecommunications, media, and entertainment industry. Deloitte. Erişim Adresi: https://www2.deloitte.com/us/en/pages/technology-media-and telecommunications/articles/media-and-entertainment-industry-outlook-trends.html.
47. Ziyadin, S., Suieubayeva, S., & Utegenova, A. (2020). Digital Transformation in Business. Springer, Cham, 84, 408-415.