Analysis of IT-Business Models - Towards Theory Development of Business Model Transformation and Monitoring
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Companies in fast evolving industries like the IT-industry are continuously confronted with external influences on their business model. For these companies, it is crucial to be able to react rapidly on external and internal influences on their business model to prevail over competitors in the long term. So far, business model research mainly focused on static concepts like taxonomies, ontologies or components, not taking into consideration the dynamic relationships between the strategic business model layer and the layer of business processes. This paper presents the conceptual development and the implementation of a top-down and a bottom-up approach in terms of business modelling. The top-down approach describes the influence that IT-business models have on their underlying value creating activities on process layer, whereas the bottom-up approach shows how value creating activities in the IT-industry can be used as feedback indicator for the quality of the current business model. The goal of the presented research is to come one step closer towards a holistic theory development in the field of dynamic business model research by focusing on the interrelations between business model layer and the layer of business processes.