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.
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
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
4. METHODICAL IMPLEMENTATION OF THE RESEARCH PROJECT
4.1. Determining the success factors as strategic guidelines for the creation of the business model for 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
4.2.7 Interim conclusion
5. SUMMARY OF THE RESEARCH RESULTS AND ANSWERS TO THE RESEARCH QUESTIONS
6. DISCUSSION OF THE RESULTS AND RECOMMENDATIONS FOR ACTION
7. CONCLUSION AND OUTLOOK
Research Objectives and Key Topics
The primary research objective is to develop a suitable business model for a digital platform within the AA company. The research aims to identify success factors as strategic guidelines and to establish a process model for the development of an ecosystem and a corresponding business model for the platform.
- Digital transformation and its impact on value creation and business models.
- Theoretical foundations of ecosystems and digital platforms.
- Identification and validation of success factors for digital platforms.
- Empirical study and action research to build an ecosystem-based platform at AA.
- Practical application of canvas-based tools for business model innovation.
Excerpt from the Book
1.1. Problem
This work results from the need of the AA company, which is mainly active in the B2B sector, to build a digital platform. The task is complicated by the fact that B2C platforms (including Airbnb, AppStore, Playstore) have already established themselves on the market, while B2B platforms have yet to find their way. In the literature, there are some approaches for building ecosystems and platforms that are comparatively new and whose practical approach needs to be reviewed. There is an initial approach for the 4-step procedure model of Ebner for the development of an ecosystem, which has already been developed as a concept for the company AA. The results of the concept investigation are to be taken from chapter 3.1.1. As one of the problems it was identified that a top-down process for the development of the ecosystem for the company AA was not practically realizable. Lewrick considers ecosystem building as a further development of digital decentralized value creation based on the combination of design thinking and system thinking. This approach is the preferred one for this work.
Chapter Summary
1. INTRODUCTION: Describes the problem definition regarding the development of a B2B platform at AA, the research objectives, and the structure of the thesis.
2. THEORETICAL BASICS: Provides the foundation for digital transformation, defines digital platforms and ecosystems, and reviews existing business model frameworks and success criteria.
3. INTRODUCTORY DATA FOR THE EMPIRICAL STUDY: Examines the initial situation at company AA, describes the current state of ecosystem structure, and presents the research plan for two fields of investigation.
4. METHODICAL IMPLEMENTATION OF THE RESEARCH PROJECT: Details the empirical verification of success factors via meta-review and group discussion, and the practical application of action research to build an ecosystem.
5. SUMMARY OF THE RESEARCH RESULTS AND ANSWERS TO THE RESEARCH QUESTIONS: Synthesizes findings from both fields of investigation and answers the central research questions.
6. DISCUSSION OF THE RESULTS AND RECOMMENDATIONS FOR ACTION: Critically evaluates the research methodology and findings, providing recommendations for future research and practice.
7. CONCLUSION AND OUTLOOK: Summarizes the thesis and provides a perspective on the future development of digital ecosystems and platforms.
Keywords
Digital Platform, Ecosystem, Business Model, B2B, Digital Transformation, Action Research, Value Creation, Success Factors, Platform Innovation, Ecosystem Design, Customer Value, Strategy, Digitalization, Networking, Innovation Management
Frequently Asked Questions
What is the primary focus of this thesis?
The thesis focuses on the development of a successful business model and a corresponding process model for a digital platform, specifically tailored for the AA company in the B2B sector.
What are the central thematic fields covered?
The work covers digital transformation, ecosystem theory, digital platform development, business model innovation, and the specific application of success factors in the B2B context.
What is the primary research question?
The central research question is: "What is the process for building a successful business model for a digital platform?"
Which scientific methods are applied?
The research employs a qualitative approach, combining a meta-review of scientific literature with expert group discussions (via LinkedIn) and an action research method applied over several stages.
What does the main body address?
The main body addresses the theoretical foundations, the empirical gathering of success factors through meta-reviews and interviews, and the practical implementation of an ecosystem development process using action research and various canvas models.
Which keywords characterize the work?
The work is characterized by terms such as Digital Platform, Ecosystem, Business Model, B2B, Digital Transformation, and Action Research.
How does the author define an ecosystem in this context?
The author defines the ecosystem as a group of actors with varying degrees of multilateral, non-generic complementarities that are not fully hierarchically controlled, facilitating value creation through collaboration.
What role does the Platform Innovation Kit play?
The Platform Innovation Kit serves as the practical toolkit for mapping and developing the business model for the digital platform, allowing for the integration of identified success factors into strategic canvas models.
- Arbeit zitieren
- Larissa Petersen (Autor:in), 2020, A business model for the digital B2C/B2B platform. The development based on an ecosystem, München, GRIN Verlag, https://www.grin.com/document/945231
