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Service-Dominant Business Model Design for Digital Innovation in Smart Mobility
Business & Information Systems Engineering ( IF 7.9 ) Pub Date : 2018-11-22 , DOI: 10.1007/s12599-018-0565-x
Oktay Turetken , Paul Grefen , Rick Gilsing , O. Ege Adali

In many business domains, rapid changes have occurred as a consequence of digital innovation, i.e., the application of novel information technologies to achieve specific business goals. A domain where digital innovation has great potential is smart mobility, which aims at moving around large sets of people and goods in a specific geographic setting in an efficient and effective way. So far, many innovations in this domain have concentrated on relatively isolated, technology-driven developments, such as smart route planning for individual travelers. Nice as they are, they have relatively small impact on mobility on a large scale. To achieve substantial digital innovations – for example, optimizing commuting on a city-scale – it is necessary to align the efforts and related values of a spectrum of stakeholders that need to collaborate in a common business model. To this aim, the study proposes the use of service-dominant business logic, which emphasizes the interaction of value network partners as they co-create value through collaborative processes. Moving to this paradigm has significant implications on the way business is done: the business requirements for services will change faster, and the complexity of value networks required to meet these requirements will increase further. This requires new approaches to business engineering that are grounded in the premises of service-dominant logic. The paper introduces the service-dominant business model radar (SDBM/R) as an integral component of a business engineering framework. Following a design science approach, the SDBM/R has been developed in close collaboration with industry experts and evaluated through an extensive series of hands-on workshops with industry professionals from several business domains. This paper focuses on the application and evaluation in the smart mobility domain, addressing the design of new business models for digital innovation of collaborative transport of people and goods. In summary, it contributes a novel business design approach that has an academic background and relevant practical embedding.

中文翻译:

面向智能出行数字创新的服务主导型商业模式设计

在许多业务领域,由于数字创新,即应用新的信息技术来实现特定的业务目标,发生了快速变化。数字创新具有巨大潜力的领域是智能移动性,它旨在以高效和有效的方式在特定地理环境中移动大量人员和货物。迄今为止,该领域的许多创新都集中在相对孤立的、技术驱动的发展上,例如针对个人旅行者的智能路线规划。尽管它们很好,但它们对大规模移动性的影响相对较小。实现实质性的数字创新——例如,优化城市范围内的通勤——有必要将需要在共同商业模式中合作的一系列利益相关者的努力和相关价值观保持一致。为此,该研究建议使用以服务为主导的业务逻辑,该逻辑强调价值网络合作伙伴通过协作流程共同创造价值时的互动。转向这种范式对业务开展方式具有重大影响:业务对服务的需求将发生更快的变化,满足这些需求所需的价值网络的复杂性将进一步增加。这需要以服务主导逻辑为前提的新的业务工程方法。本文介绍了以服务为主导的业务模型雷达 (SDBM/R) 作为业务工程框架的一个组成部分。遵循设计科学方法,SDBM/R 是与行业专家密切合作开发的,并通过与来自多个业务领域的行业专业人士的广泛系列实践研讨会进行评估。本文侧重于智能移动领域的应用和评估,解决人货协同运输数字创新的新商业模式设计。总而言之,它提供了一种新颖的商业设计方法,具有学术背景和相关的实践嵌入。本文侧重于智能移动领域的应用和评估,解决人货协同运输数字创新的新商业模式设计。总而言之,它提供了一种新颖的商业设计方法,具有学术背景和相关的实践嵌入。本文侧重于智能移动领域的应用和评估,解决人货协同运输数字创新的新商业模式设计。总而言之,它提供了一种新颖的商业设计方法,具有学术背景和相关的实践嵌入。
更新日期:2018-11-22
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