Artificial Intelligence and Business Model Innovation in Incumbent Firms: A Cross-Industry Case Study

Abstract

Künstliche Intelligenz (KI) hat das Potenzial, ganze Industrien disruptiv zu verändern und treibt damit Geschäftsmodellinnovationen in etablierten Unternehmen an. Empirische Forschung zu den Auswirkungen von KI auf das Geschäftsmodell etablierter Unternehmen sowie Forschung zu KI als Treiber für Geschäftsmodellinnovationen in diesen Unternehmen ist jedoch noch selten. Diese Arbeit zielt darauf ab, die Forschung in diesem Gebiet zu erweitern, indem die Auswirkungen von KI auf die spezifischen Elemente der Geschäftsmodelle von Unternehmen analysiert werden. Darüber hinaus werden die Mechanismen KI-getriebener Geschäftsmodellinnovation erforscht. Mithilfe der Durchführung einer detaillierten Fallstudienforschung in vier traditionellen Industrien leisten wir einen Beitrag zur Literatur, indem wir neue Erkenntnisse über die Auswirkungen von KI auf die einzelnen Geschäftsmodellelemente etablierter Unternehmen liefern. Basierend auf diesen Erkenntnissen präsentieren wir zusätzlich ein Rahmenwerk, das die Prozesse und Resultate KI-getriebener Geschäftsmodellinnovation erklärt.

Cross-Industry Principles for Digital Representations of Complex Technical Systems in the Context of the MBSE Approach: A Review

“…The research in [14,147] also raises questions about the need for commonality in digital transformations. The literature review in [14] identified and analyzed eighteen confirmed digital maturity models and frameworks which describe various dimensions that should be considered for a digital transformation strategy.…”

“…The main result of the work was the identification of action fields, along with optional additional dimensions, which should therefore be discussed in all digital transformation strategies. The study reveals that a clear conceptualization of the impact of digital transformations on incumbent firms' business models was missing [147]. This study aimed to approach these research gaps by exploring the impact of digital transformations on the overall business model of incumbent firms across different industries, thereby examining the nature of this impact to provide detailed information about how this impact can be conceptualized and what it means for an incumbent firm.…”

“…However, while the cited studies focus on digital transformation strategies and impacts on business models, this study takes a more technical approach by focusing on the development of digital representations of complex technical systems using the MBSE methodology. References [14,147] share some similarities in terms of recognizing the need for common principles or action fields in the context of digital transformation and the identification of gaps in current conceptualizations of digital transformations. Our study and the literature review in [14] underscore the importance of establishing universal principles or action fields that can guide digital transformation across various industries.…”

Based on Consumer Psychology Analyzing Caitangs Innovative Marketing Strategy

“…Incumbent firms which are positioned in traditional industries are particularly threatened by digital transformation. Incumbent firms have characteristics that were founded before the digital revolution and whose business models were not created using digital technologies [1]. As new competitors with business models built on the implementation of digital technologies enter traditional industries, incumbent firms would lose market share if they failed to undergo digital transformation [1].…”

“…Incumbent firms have characteristics that were founded before the digital revolution and whose business models were not created using digital technologies [1]. As new competitors with business models built on the implementation of digital technologies enter traditional industries, incumbent firms would lose market share if they failed to undergo digital transformation [1]. Other than digital barriers, market barriers include environmental, organizational, and supply chain dimensions and innovation in these aspects is required in an increasingly competitive traditional industry [2].…”