Firms are innovating data-driven business models (DDBMs) to realize value from data. Yet, making DDBMs work is challenging, and DDBMs often fall short of expected value realization. One reason for this shortfall is that firms do not know how employees, who decisively influence a DDBM’s value realization, view this complex and multi-facetted topic. We think it is necessary to understand the employees’ perspectives, the dimensions that build these perspectives and the characteristics employees are particularly interested in regarding value realization from data. We address this research gap by applying the Q-methodology to examine the perspectives among 70 employees across twelve DDBMs at a German automotive manufacturer. This yields eight perspectives, e.g., data advocacy, data caution or data practical. By exploring these perspectives, we provide a first groundwork on how employees view and appraise value realization from data which adds to the strive for mastering value realization from data within DDBMs.

公司正在创新数据驱动的商业模式 (DDBM)，以从数据中实现价值。然而，让 DDBM 发挥作用具有挑战性，而且 DDBM 通常无法实现预期价值。造成这种不足的一个原因是，公司不知道对 DDBM 的价值实现有决定性影响的员工如何看待这个复杂而多方面的话题。我们认为有必要了解员工的观点、构建这些观点的维度以及员工对从数据中实现价值特别感兴趣的特征。我们通过应用 Q 方法来检查德国汽车制造商的 12 个 DDBM 的 70 名员工的观点来解决这一研究差距。这产生了八个观点，例如，数据倡导、数据谨慎或数据实用。通过探索这些观点，