Enterprise Business Model Transformation from Product-Oriented to Platform-Oriented:An Exploratory Single Case Study of Shanghai Chuangji Automation Technology Co.,Ltd.
The development of digital technology prompts established enterprises to combine existing business models with new digital business environments,thereby realizing business model transformation and digital innovation.By taking Shanghai Chuangji Automation Technology Co.,Ltd.as an exploratory single case study and collecting research data through semi-structured interviews,product manuals,corporate documents,etc.,this paper explores the business model transformation of established enterprises from product-oriented to platform-oriented under the digitalization era.The research result shows that:during the transformation process,value proposition,value creation and value capture of business model elements changes significantly;market and customers changes less.Besides,there exists important influencing factors in business model transformation process:technological changes and transformational leadership are driving factors;experimentation and discovery-drive,absorptive capacity,ambidexterity and spatial separation are enabling factors;path dependence and self-cannibalization are hindering factors.This research provides certain theoretical reference for established enterprises to use digital technology to better realize business model transformation.
digital technologydigital innovationplatform businessbusiness model transformationestablished enterprises
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