This thesis deals with the development of a suitable business model for a digital platform in the AA company. For this purpose, a suitable process model with appropriate instruments for the development of an ecosystem-based platform must be found.
What is the process for building a successful business model for a digital platform? This research question is at the center of our work. The master thesis is a contribution to the process of building an ecosystem-based digital platform. Two basic directions must be followed in the creation of a data-centric digital platform: The construction of a digital ecosystem and the establishment of a business model.
Digital change brings with it many changes, including high dynamics and the need to react, pressure on companies to innovate, new distribution channels and complex relationships with customers and partners. Companies are focusing their strategic orientation on digital structures, planning horizons and market boundaries are expanding, and ecosystems and platforms are being created as a result. Digital platforms are seen as the foundation of future value creation systems; they coordinate supply and demand in an ecosystem.
In order to achieve the primary research goal, the modal goals were formulated: Determination of the success factors as strategic guidelines for the business model of the digital platform; development of the procedural model for building the ecosystem and creation of a business model for the platform. The modal goals were assigned to the two fields of investigation. The findings on the success factors of the digital platform from investigation field 1 flow into investigation field 2, in which a business model for the digital platform is set up. The success factors were identified on the basis of a literature search. These were expanded in field of investigation 1 by evaluating the scientific works and studies available in the database and by subsequent group interviews.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 1.1 Problem definition.
- 1.2 Objectives and research questions
- 1.3 Structure of the work
- 2. THEORETICAL BASICS
- 2.1 Digital transformation and its consequences.
- 2.1.1 Transformation of value creation .....
- 2.1.2 Ecosystem as a guiding principle of digital strategies.
- 2.1.3 Platform formations as a new digital development stage of business models
- 2.2 Ecosystem and digital platform..
- 2.2.1 Definition of the term "ecosystem.."
- 2.2.2 Definition of the term "digital platform" and classification of digital platforms.
- 2.2.4 Process models for the development of an ecosystem
- 2.3 Business model...
- 2.3.1 Definition of the term "business model.."
- 2.3.2 Individual components of the business model.
- 2.4 Success criteria of a digital platform .........
- 2.5 Answering the theoretical questions....
- 2.5.1 Answering the question on modal goal 1
- 2.5.2 Answering the questions on modal goal 2
- 2.1 Digital transformation and its consequences.
- 3. INTRODUCTORY DATA FOR THE EMPIRICAL STUDY
- 3.1 Initial situation in company AA and description of the problem
- 3.1.1 Determination of the success factors (field of investigation 1)
- 3.1.2 Initial situation with regard to the ecosystem structure (field of investigation 2)....
- 3.1.3 Initial situation with regard to the creation of a business model (Field of investigation 2) .
- 3.2 Research plan...
- 3.2.1 Research design.
- 3.2.2 Methodical procedure for field of investigation 1
- 3.2.3 Methodical procedure for field of investigation 2
- 3.1 Initial situation in company AA and description of the problem
- 4. METHODICAL IMPLEMENTATION OF THE RESEARCH PROJECT...\n
- 4.1. Determining the success factors as strategic guidelines for the creation of the business model\nfor the digital platform.
- 4.1.1. Meta Review.
- 4.1.2. Group discussion..
- 4.1.3. Display of results for field of examination 1
- 4.1.4 Interim Conclusion......
- 4.2 Buildingby means of action research
- 4.2.1 Step 1 - Development of the problem solving concept..
- 4.2.2 Stage 2 Action planning.
- 4.2.3 Level 3 - Action.
- 4.2.4 Level 4 - Evaluation.
- 4.2.5 Presentation of results for examination field 2.
- 4.2.6. correctingempirical research questions…...\n
- 4.2.7 Interim conclusion..........\n
- 4.1. Determining the success factors as strategic guidelines for the creation of the business model\nfor the digital platform.
- 5. SUMMARY OF THE RESEARCH RESULTS AND ANSWERS TO THE RESEARCH\nQUESTIONS
- 6. DISCUSSION OF THE RESULTS AND RECOMMENDATIONS FOR ACTION.......................
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This master thesis aims to develop a comprehensive business model for a digital B2C/B2B platform based on an ecosystem. It investigates the process of digital transformation and its implications for business models, particularly focusing on the role of ecosystems and digital platforms. The thesis utilizes empirical research methods to analyze the specific case of company AA, aiming to understand the company's current situation, identify key success factors, and propose practical solutions for building a successful digital platform within an ecosystem.
- Digital Transformation and its Impact on Business Models
- The Role of Ecosystems in Digital Strategies
- Development of a Business Model for a Digital Platform
- Empirical Research and Case Study Analysis
- Practical Recommendations for Platform Implementation
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction sets the context for the thesis by defining the research problem, outlining the objectives and research questions, and providing a clear structure for the subsequent chapters. Chapter 2 delves into the theoretical foundations of the research, exploring concepts like digital transformation, ecosystems, digital platforms, and business models. It defines key terms, examines the characteristics of these elements, and outlines relevant theories and frameworks. Chapter 3 presents the specific context of the empirical study, focusing on the initial situation in company AA and the challenges it faces in building a digital platform. It defines the research plan, including the research design and methodological approaches for data collection and analysis. Chapter 4 describes the implementation of the research project, outlining the methods employed to identify key success factors, develop a problem-solving concept, and implement action research strategies. The chapter also presents the results of the research, showcasing the findings and drawing interim conclusions based on the data collected.
Schlüsselwörter (Keywords)
The key focus of this master thesis lies in the development of a business model for a digital platform within an ecosystem. The core concepts explored include digital transformation, ecosystem strategies, digital platform design, business model components, and success factors for platform implementation. The research utilizes empirical data from company AA, employing action research methods to analyze the specific situation and propose practical solutions. Key terms include ecosystem, digital platform, business model, success factors, digital transformation, action research, and empirical analysis.
- Quote paper
- Larissa Petersen (Author), 2020, A business model for the digital B2C/B2B platform. The development based on an ecosystem, Munich, GRIN Verlag, https://www.grin.com/document/945231
