BUSINESS MODEL TRANSFORMATION PATTERNS OF DATA-DRIVEN INNOVATIONS

Driven by advances in information and communication technologies (ICT), manifold business opportunities emerge in diverse industries. In this development, data plays an important role as an essential element of change and economic growth. As a consequence of this development, the analysis of service business models and the role of data in these models has become a focus of interest in practice and research. This paper focuses on international companies that implemented successfully data-driven innovations and aims, in particular, at the analysis of the effects of data-driven innovation on companies’ business models. Based on a multiple case study method, this paper proposes four different transformation patterns: (1) cooperative value innovation, (2) customer-centric value innovation, (3) cooperative productivity improvement, and (4) company-centric productivity improvement. These patterns show that data-driven innovations enable a transformation from product to service-oriented offerings. Furthermore, an optimization of internal and external processes and thus, of the productivity is possible