THE IMPACT OF DIGITAL TRANSFORMATION ON BUSINESS MODELS

Yıl 2022, Cilt: 7 Sayı: 2, 354 - 375, 26.12.2022

Ayça Uğur Burçin Ataseven

https://doi.org/10.54452/jrb.1038044

Öz

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.

Anahtar Kelimeler

Digital transformation, business model, new business model, digital technology

DİJİTAL DÖNÜŞÜMÜN İŞ MODELLERİ ÜZERİNDEKİ ETKİSİ

Öz

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.

Anahtar Kelimeler

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

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