DIGITAL TECHNOLOGIES AND INNOVATIVE BUSINESS MODELS

The purpose of this thesis is to show both through theory and practical examples of the companies in the real world that the key to a successful venture is using the “right” business model, that is, a business model adapted to the fast-changing technology, as opposed to the isolation of focus solely on one element — either the business model or the technology, and to show that there needs to be a link and cooperation between the two. As the pace of innovation in technology gets faster and faster, mostly going in the direction of digitization, it is important for businesses to invest in research and development, take advantage of the change and treat it as an opportunity, as opposed to being afraid of it — which is what most companies do, so they reach a plateau and fail in the long term. The examples of Nespresso and Procter & Gamble proved this point by changing their business models in time as they worked with the change in the environment, and not against it. The bottom line is, digital technology is reshaping the organizations that adopt i