Project description:

A digital business model describes how your enterprise will interact digitally with your customers and generate value. However, a great digital business model will often challenge the status quo. In 2011, we created a framework and conducted case studies and a survey on how enterprises compete with three digital capabilities: content, customer experience, and digital platform(s). In 2012, we will research how enterprises manage their digital business models.

Research questions include:

• What predicts effective content, customer experience, and platforms in digital business models of top performing firms?
• What are the emerging mobile digital business models?
• How do firms with physical products add value to their customers with digital content?
• What role should the IT unit have in refining an enterprise’s digital business model? Can/should IT have a revenue line?
• What are successful strategies for increasing the percentage of revenues from the online channels?
• How do firms manage the interfaces to enable modular compatibility between content, experience, and platforms–each of which could be provided internally or by a partner?

Project leader:

Peter Weill