Durch den Einfluss der Digitalisierung hat das Thema der Geschäftsmodell-Innovation in den letzten Jahren eine zunehmende Aufmerksamkeit erlangt. Technologische Potenziale, die eine Digitalisierung erst ermöglichen, spielen eine immer wichtigere Rolle. Durch die Verknüpfung von Hardware, Software und Datenspeicher, entstehen folglich intelligentere und vernetztere – Produkte als zuvor. Die Digitalisierung von Produkten, Dienstleistungen und Prozessen stellt das bestehende Geschäftsmodelle von Unternehmen in Frage. Eine Neuausrichtung bzw. die Art und Weise, wie Unternehmen zukünftig auf den Markt agieren sollen, ist hierbei erforderlich. Dieser „Change“ wird mit dem Begriff „Digitale Transformation“ beschrieben. Hierbei greifen diese Veränderungsprozesse tief in bestehende Unternehmensorganisation (Ablauf- und Aufbauorganisationen) ein. Unternehmen, die diesen Transformationsprozess nicht frühzeitig erkennen und umfassend aufgreifen, werden dem digitalen Darwinismus zum Opfer fallen!
Die Roadmap für die Digitale beinhaltet fünf Phasen, die nachfolgend erläutert werden.
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- Digitale Realität: In der ersten Phase erfolgt das Skizzieren des bestehenden Geschäftsmodells eines Unternehmens, die Analyse der Wertschöpfungskette mit den dazugehörigen Akteuren sowie das Erfassen der Kundenanforderungen. Dadurch soll ein ganzheitliches Verständnis zur Digitalen Realität in unterschiedlichen Bereichen ermöglicht werden.
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- Digitale Ambition: In der zweiten Phase wird auf Basis der Digitalen Realität die Ziele im Hinblick auf die Digitale Transformation definiert. Diese beziehen sich auf die vier Zieldimensionen: Zeit, Finanzen, Raum und die Qualität. Die Digitale Ambition gibt Auskunft darüber, welche Ziele für das Geschäftsmodell und dessen Elemente gelten. Anschließend werden die Ziele und die Geschäftsmodell-Dimensionen priorisiert.
- Digitale Potenziale Innerhalb der dritten Phase werden die Best Practices und Enabler für die Digitale Transformation erhoben, die als Ausgangspunkt für das Design des zukünftigen digitalen Geschäftsmodells dienen. Für jedes Geschäftsmodell-Element werden hierfür unterschiedliche Optionen abgeleitet und logisch miteinander kombiniert.
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- Digitaler Fit Die Alternativen für die Ausgestaltung des digitalen Geschäftsmodells werden analysiert und bewertet. Hierbei spielen der Fit mit dem bestehenden Geschäftsmodell, die Erfüllung von Kundenanforderungen und das Erreichen von Zielen eine wichtige Rolle. Die bewerteten Kombinationen können somit priorisiert werden.
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- Digitale Implementierung Im Rahmen der Digitalen Implementierung erfolgt letztlich das Finalisieren und das Implementieren des digitalen Geschäftsmodells, also der Kombination an
Optionen, die weiterverfolgt werden, soll. Die Digitale Implementierung enthält gleichermaßen das Gestalten der digitalen Kundenerfahrung und des digitalen Wertschöpfungsnetzwerks mit der Integration der Partner. Ferner werden Ressourcen und Fähigkeiten berücksichtigt, die zur Digitalen Implementierung erforderlich sind. Innerhalb der Digitalen Transformation von Geschäftsmodellen werden Enabler bzw. Technologien eingesetzt (z. B. Big Data), wodurch neue Anwendungen bzw. Leistungen erzeugt werden. Diese Enabler erfordern Fähigkeiten, die die Gewinnung und den Austausch von Daten sowie deren Analyse und Nutzung zur Berechnung und Bewertung von Optionen bereitstellen.
Die bewerteten Optionen dienen dazu, neue Prozesse innerhalb des Geschäftsmodells zu initiieren. Die Digitale Transformation von Geschäftsmodellen erfolgt anhand eines Vorgehens mit einer Abfolge von Aufgaben und Entscheidungen, die in logischem und zeitlichem Zusammenhang zueinanderstehen.
(Quelle: Schallmo,Daniel ; Rusnjak, Andreas; Anzengruber, Johanna; Werani, Thomas; Jünger, Michael (2017): Digitale Transformation von Geschäftsmodellen – Grundlagen, Instrumente und Best Practices)
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